- Charles Leclerc and Lewis Hamilton front the latest installment of Genesys' "The Next Level of Experience" campaign, produced by ONLYCH1LD.
- This marks the third consecutive year ONLYCH1LD has led creative strategy and production for Genesys.
- Campaign shot across South Florida, Las Vegas, Paris, and Ferrari's Maranello campus, also featuring tennis and golf stars.
- Directed by Samuel Miller, the spots lean into athlete-driven storytelling tied to Genesys' AI-powered customer experience tech.
Genesys is back with Formula 1 stars Charles Leclerc and Lewis Hamilton for the newest chapter of “The Next Level of Experience,” produced by creative studio ONLYCH1LD.
Shot across South Florida, Las Vegas, Paris, and Ferrari’s Maranello base, the campaign captures the pair’s split-second decision-making on track, alongside tennis legends Andre Agassi and Yannick Noah, and golf’s Lee Westwood and Ian Poulter.
This is the third straight year ONLYCH1LD has driven Genesys’ global campaign, cementing the studio’s niche blending elite sport and tech storytelling. It follows Leclerc’s recent turn fronting Ray-Ban’s special-edition sunglasses push, while Hamilton recently starred in San Pellegrino’s Dinner Dialogues series.
On track, Hamilton just claimed his first Ferrari grand prix win, adding fresh momentum to the partnership’s timing.
Takeaways:
This campaign isn’t just another car-and-driver tie-up, it’s a calculated bet on athlete authenticity selling enterprise tech, a notoriously hard sell.
Genesys is using Hamilton and Leclerc’s split-second precision as a metaphor for AI orchestration, and the timing (right after Hamilton’s Ferrari breakthrough) is no accident.
Does pairing F1 drivers with B2B software actually move the needle for Genesys’ target buyers? Could Hamilton’s recent on-track form give this campaign extra cultural relevance right now?
