My Role
As creative director I was charged with leading a team to interpret the Mercedes-Benz global brand strategy into an integrated communications campaign for the North American market.
Situation 
At the time, the new E-Class was critical to the comeback of Mercedes in the U.S. market. The brand had become stodgy, expensive and to a growing segment, irrelevant. This new car was the first step in a new strategy to turn the tide; it was beautiful, fun to drive and realistically priced.
Challenge
Our charge was simple. Create a buzz and signal change.
Solution
As part of an integrated launch effort we created an interactive digital experience culminating with five minute film that targeted a growing list of new, younger, affluent customers.
Deliverables
Interactive digital experience, 5-minute film, coffee table-style printed catalog, direct mail package, auto show environmental graphics and dealership marketing materials.
Outcome
The car was to launch on a specific date, until then there would be a media blackout and no one would see the car. In a countdown to the worldwide introduction, each day prior, the program would reveal more information about the new E-Class models as the culmination and result of 110 years of automotive invention, innovation and leadership, leveraging the rich technical and cultural heritage of the Merceds-Benz brand.

In a countdown to the worldwide reveal, the site unlocks more content each day that presents the car as the culmination and result of over 100 years of automotive invention, innovation, and leadership, leveraging the rich technical and cultural heritage of the Merceds-Benz brand.
As part of an integrated launch effort we created an interactive digital experience culminating with an edgy, design-inspired film targeting a growing list of new, younger, affluent customers.
Client
Mercedes-Benz of North America, Montvale, NJ
Agency
The Designory, Long Beach, CA
Mark Wronski, creative director, visual design, art direction 
Rich Conklin, Dalin Clark, copywriters

Christopher Hoffman, product specialist
Brian Dorsey, Hiro Niwa, UX/UI designers
Syko Song, video editor
Jann Castor, music composer and sound design
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