Lewis Gets Inked
MERCEDES AMG PETRONAS Formula One™ Team driver, Lewis Hamilton, features in Epson’s latest film
Three-time FIA Formula OneTM Drivers’ World Champion, Lewis Hamilton stars in a tongue-in-cheek film created with Epson that is released today.
The fun, high-action and glossy film is set at the MERCEDES AMG PETRONAS Formula One™ Team’s headquarters. It centres upon an action set-piece where Lewis glides in slow motion through a flurry of paper, before being showered by jets of multi-coloured ink.
This playful piece of content has been created in collaboration with the MERCEDES AMG PETRONAS Formula One™ Team to mark the launch of Epson’s EcoTank printer, and aims to highlight its revolutionary refillable ink tank technology and the huge amount of ink that comes with the printers. The benefits of the EcoTank printers – high-volume printing without the need to use cartridges - are communicated in a surprising and entertaining way in the irreverent film. It is part of a multichannel content strategy, comprising the main Lewis Gets Inked campaign film and a range of behind the scenes material.
As Official Team Partner, Epson provides MERCEDES AMG PETRONAS with its expertise in the product areas of inkjet printers, scanners, 3LCD projectors and wearables, including smart glasses. The Lewis Gets Inked Campaign stands in stark contrast to previous collaborations that have reflected the two brands’ relentless pursuit of innovation, global leadership and the creation of high-quality products, in a more serious tone. Epson's use of innovative technology to deliver performance is perfectly aligned with what the reigning FIA Formula One World Champions™ strive to achieve in the sport and this is one example of the team working closely with Epson to showcase an innovation.
Lewis commented: “During the course of each season, I get to take part in some pretty interesting projects through our work with the team’s Partners, however I can say with some certainty that this is one of the more unusual! The shoot with Epson for the EcoTank printer was a lot of fun; I always enjoy doing something a bit different and going out of my comfort zone. Having 400 litres of ink thrown at me was a new experience, so I just went with it and I think the output’s really cool.”
Maria Eagling, director of marketing, Epson Europe adds: “The innovative EcoTank system has turned the world of printing upside down, so we wanted to create a film that was equally surprising and memorable. Epson is known as a brand that represents quality, innovation and performance, so people won’t be expecting a fun, wry and high-action film from us. The MERCEDES AMG PETRONAS Formula One™ Team has been wonderful to collaborate with on this project. Lewis Hamilton has added real charisma, style and fun to the film, and helped us show another side to Epson. This project has been a year in the making and the creative team behind the project have been absolutely fundamental to the impact of this project.”
About the crew
Epson worked with Citizen Films, with managing director Gretchen Shoring producing the content and Rollo Hollins directing the shoot. The special effects team from Machine Shop were sourced for their specialist expertise and Rina Yang added her unique touch to the project as the director of photography, ensuring the film has a unique and luxurious feel.
Printing up to 11,000 pages in black and colour with the inks included in the box1 and no hidden costs, Epson’s EcoTank ET-3600 breaks new ground with its ultra-low cost per page and ease of use, allowing users to say goodbye to cartridges. These all-in-one printers can print the equivalent of 72 ink cartridges on average2, and the EcoTank ET-3600 in particular providing even more. The EcoTank ET-3600 is available now, priced at £349.99
1 Quoted yields are extrapolated based on Epson original methodology from the print simulation of Test Patterns provided in ISO/IEC 24712. Black: 11,000/Colour: 11,000 pages yield based on two ink bottle sets included with this printer. Black: 6,000/Colour: 6,500 pages yield based on 774/664 ink bottles sold separately. Quoted yields are NOT based on ISO/IEC24711. Quoted yields may vary depending on the images that you are printing, the paper type that you are using, the frequency of your prints and environmental conditions such as temperature.
2 Average number of cartridges used to print the same number of pages as the EcoTank range. Comparison made on the average of the A4 EcoTank range versus the average of the top 10 best-selling models in Western Europe, in the period May 2014 – April 2015, as tracked by GfK. Ink cartridge yields as communicated by the manufacturer’s websites