Hey, Mercedes!
The new A-Class says hello. Part 1.
2018 saw the launch of the new Mercedes-Benz A-Class, packed with all-new features such as voice control and an intuitive user experience that adapts to the driver.
At antoni garage we created a new campaign structure for Mercedes in two phases: starting with a focus on the striking design and unique innovations.
Iconic studio images by still-life photographer Carl Kleiner set the A-Class in scene giving a first and impressive glance on exterior and interior design.
Just a bit of car, and lots of talking: the campaign first launched with teaser films, images and interaction on social media, online and outdoors.
A teaser site allowed for a first look and impression of the new A-Class, interacting in a way that already gave a away one of the many new features: the new touch display and touch controls.
Time for the full release: the A-Class introduces itself. With a new layout identity, rolled out to digital, print, outdoors and CRM.
Featuring interviews of engineers and designers, a design film and a series of short clips introduce the innovative technologies of the A-Class that are truly unique to its class: a multiple touch control concept, widescreen display and a voice control allowing for natural language interaction. Say hello!
Featuring interviews of engineers and designers, a design film and a series of short clips introduce the innovative technologies of the A-Class that are truly unique to its class: a multiple touch control concept, widescreen display and a voice control allowing for natural language interaction. Say hello!
Featuring interviews of engineers and designers, a design film and a series of short clips introduce the innovative technologies of the A-Class that are truly unique to its class: a multiple touch control concept, widescreen display and a voice control allowing for natural language interaction. Say hello!
Not just another car launch: easy accessible and intuitive as the car itself, the online Hub presents the new A-Class as a ‹device› that adapts to the driver’s life.
Hey A-Class, what’s next?
Go on → part 2.
My role.
As senior art director my role included the development of the campaign structure, look & feel, art direction of the studio photo production, layout and design of teaser and launch campaign assets in print, digital and outdoors, product content for online and CRM.
antoni garage 2018.
Creative Direction: Veit Moeller, Alice Bottaro, Sven Rumpf. Art Direction with: Wolfgang Warzilek, Daniel Righi, Yann Fischels. Copy: Erick Barros. Photography: Carl Kleiner.
All rights for image & video reserved.