Lewis Hamilton and Eric André Star in new comedy-short
Perplexity has launched a bold new comedy short featuring seven-time Formula 1 champion Lewis Hamilton and comedian Eric André. Produced by London-based Sata Studios, a Black-owned production company, founded by Luke Thompson-Allen, Steven Amoh and Matthew Sojole. The commercial features Hamilton and André. It marks Perplexity’s second creative short release, continuing the company’s commitment to […]
Black News 
Perplexity has launched a bold new comedy short featuring seven-time Formula 1 champion Lewis Hamilton and comedian Eric André.
Produced by London-based Sata Studios, a Black-owned production company, founded by Luke Thompson-Allen, Steven Amoh and Matthew Sojole. The commercial features Hamilton and André. It marks Perplexity’s second creative short release, continuing the company’s commitment to celebrating cultural moments and sport.
The new project follows their March 2025 film starring Squid Game’s Lee Jung-jae. The campaign highlights Perplexity’s deepening partnerships with athletes and creators, underscoring shared ideals with top performers who embody curiosity and creativity.
Playing on Hamilton’s racing stardom and André’s comedic chaos, the film captures what sets true champions apart, their constant hunger to explore, adapt, and laugh at the unexpected.
“As the new kids on the block, this project was a huge moment for us,” said Luke Thompson-Allen, director and co-founder of Sata Studios. “Massive thanks to Perplexity, Lewis, and Eric for believing in our vision and trusting us to deliver.”
“We’ve all been in that moment of panic when you’re trying to impress but have no idea what the answer is,” added Steven Amoh, director and co-founder of Sata Studios. “It’s awkward, it’s tense, it’s comic gold – and that’s what we wanted to lean into. Eric is naturally hilarious, but Lewis’s ability to improvise and play off his humor brought real chemistry to set. He helped us make what can often feel like a digital experience genuinely human.”
This campaign was a big moment for indie Black owned production company, Matthew Sojele, Co-Founder says, “Sata (Sojole, Amoh, Thompson-Allen) Studios was born from three friends aiming to break into the film industry, graduating from the school of YouTube. Our mission is to diversify the often unseen parts of the industry, the crew behind the camera. Over the past three years, we’ve invested nearly seven figures in POC creatives, executing projects across 23 countries. We continue to be a vehicle for young Black and POC creatives to access bigger sets. As barriers to entry fall year by year, we want to inspire minority creatives worldwide to pick up a camera and tell our stories.”
Behind Perplexity’s latest campaign is the Black-led team at Sata Studios, with co-founder Matt Sojole (Nike, Adidas) as Executive Creative Director, Luke Thompson-Allen (Footlocker x Jordan, Adidas Olympics) – Co-Director, and Steven Amoh (Coppafeel, Glenfiddich x Ahluwalia, Hyundai) – Co-Director. Producer Stephané Alexandre (Drunk History: Black Stories, The Evolution of Black British Music) . Kelvin “Panda” Tyler (Jungle Cruise, Bad Boys for Life, The Color Purple) manages the set as 1st Assistant Director. Grammy-nominated Sammy SoSo (Tyla, Kali Uchis, Wizkid) composed the music for this spot, and writer, Chuck Hayward (WandaVision, Dear White People, Ted Lasso) crafts the story. This team’s combination of talent and cultural focus fuels the campaign’s success.
The film reflects Perplexity’s broader creative approach of partnering with top-tier talent who already love the product and shine at the intersection of technology, sports, and culture.
Rooted in Sata Studios’ fresh creative perspective, the collaboration cements Perplexity’s approach of working with talent who not only love the product but thrive at the intersection of technology, sports, and culture.
