Six-time Formula One world champion Lewis Hamilton, the newest 5G ambassador for mobile carrier Vodafone UK, is featured in two films as part of the company’s #5Gamechanger campaign, developed by global creative agency We Are Social.

The first film depicts Hamilton trying to fly drones alongside some of the U.K.’s top drone racing stars, while the second sees him take part in mixed reality gaming. A third film will be added in March or April.

The films and a set of shorter cutdown videos—which aim to demonstrate the impact of 5G—will be released across Vodafone UK’s accounts on Facebook, Instagram, Snapchat, Twitter and YouTube, and Hamilton will share them on his social channels, as well.

The wireless carrier will also use the film assets on its website, in email marketing campaigns and in other public relations activity.

Vodafone UK head of social media and content Jordan Stone said in a release, “We’re delighted to have Lewis Hamilton on board as an ambassador and to be able to work with him to show what a huge impact 5G will have in the future. The real benefits of 5G will be realized beyond our phones and what we can imagine today. Our challenge was to create content that starts to explain this to our consumers. Lewis’ true passion for gaming and racing made mixed reality gaming and drone racing the obvious starting point to tell this story.”

We Are Social associate editorial director Rhiain Morgan added, “The potential of 5G isn’t always easy to relate to. We hope that with this campaign, we’ve helped Vodafone tell a compelling story when it comes to the future of wireless technology. Lewis was brilliant to work with throughout this project. He really brings 5G’s potential to life, and his passion for racing and gaming clearly shines through in the films.”

CREDITS:

Agency: We Are Social

Kelly Cross, business director

Mary Malone, account director

Richard Burgess, senior account manager

Rhiain Morgan, associate editorial director

Rudhraigh McGrath, associate creative director

Mark Daw, associate creative director

Clare Ferguson, art director

Simone Verza, senior designer

Sam Cox, senior creative technologist

Jennifer Lawlor, senior producer, We Are Social Studios

Annabel Heath, production manager, We Are Social Studios

Client: Vodafone UK

Maria Koutsoudakis, brand and marketing director

Jordan Stone, head of social media and content

Pia Neave, social media manager