Mercedes
2018 S-Class Cabriolet Art & Concepts
Mercedes S-Class
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The task was to reach new demographics with the prospect of owning an S-Class Mercedes. To overcome the cognitive dissonance one might face considering the purchase of a higher end Mercedes, we focused on why someone should feel good about it: it's about how you see yourself, not how others see you (an alternate line that didn't make it to the final but summed this up well was "see yourself as others see you").
For imagery, I focussed on creating inspirational images of the S-Class: we featured the car in solitary, inspirational scenarios by way of scenery and elements.
The biggest challenge was not being able to do a custom photo shoot. In order to compensate for this, I made some image comps to realize our vision.
(Right/Below: OOH Billboard 1, Vertical)
Social
Apart from key art concepts, we also developed rich media social ads, allowing users to explore the S-Class from inside.
(Left/above: Facebook Canvas Ad)
Let's work together
ABOUT ME
If I had to say what is best about my approach, it would be the curiosity that drives me to do new things and the tenacity to make things I know how to do better. This has led me into many other aspects of creative, such as strategy, motion, illustration, front end development, key art & music underscore composition.
As a result, I work very well with people from other related disciplines, and can function as a source of cohesion between groups.
