Just like you.

Get to know the new A-Class. Part 2.

After introducing the features of the new  Mercedes-Benz A-Class, it’s time to show how the car adapts to the driver: groundbreakingly connected, just like you.

This second campaign phase focussed on the car in use and the car as a seamless continuation of the user’s lifestyle. 2018 at antoni garage, Berlin.

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Lifestyle of a digital and urban generation: stills by fashion photographer Tom Craig.

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Seamless, digital and more connected than ever. The new A-Class enables a high level of personalization and intuitive, human-like interaction. Showcased on the online Hub.

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Combining studio and lifestyle stills and videos, our contents aimed for more than mere eye-candy: across countries and devices the product pages on the Mercedes-Benz website allow for in-depth information on the whole lot of new features and innovations in the new A-Class.

Combining studio and lifestyle stills and videos, our contents aimed for more than mere eye-candy: across countries and devices the product pages on the Mercedes-Benz website allow for in-depth information on the whole lot of new features and innovations in the new A-Class.

Combining studio and lifestyle stills and videos, our contents aimed for more than mere eye-candy: across countries and devices the product pages on the Mercedes-Benz website allow for in-depth information on the whole lot of new features and innovations in the new A-Class.

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Just like you – the TVC featuring widescreen displays, natural voice control and Nicki Minaj.

Missed the first part?
→ part 1.

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My role.

As senior art director my role included the development of the campaign structure, look & feel, content conception of the lifestyle photography, layout and design of 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: Tom Craig.

All rights for image & video reserved.