Execution of a print campaign for the IAA
Mercedes-Benz in Motion – and so were we. Three days and three nights. Five motifs, five sets. Presenting the F 015 concept car ahead of the IAA.
Autonomous driving: Mercedes Benz F 015 Luxury
Customer
Antoni
Departments
set building,
brand communication
“No-one has to drive a Mercedes, because a Mercedes will soon be able to drive itself.” – Working with Antoni on a print campaign for the IAA, we developed the artistic interpretation of this claim, under the direction of the artist Sarah Illenberger. Our protagonist was the new F 015 Luxury concept car from Mercedes-Benz.
“It was extremely exciting for us to work with Sarah and her team. We presented the F 015 like a contemporary work of art.”
In only seven days and three nights, we built five different studio motifs. The vision of artist Sarah Illenberger involved hand-crafted installations in which the as yet abstract, groundbreaking technologies of autonomous driving would be made tangible. Familiar materials such as strings, arrows, stones and balloons were used. Each set shed light on a different aspect of the F 015: networking, safety, freedom and driving experience.
“It was a fantastic feeling that we were all working together to create these elaborate sets!”
The moment when we finally had the printed product in our hands was truly special. As an newspaper insert, the futuristic installations and unusual use of materials instantly caught the eye. The modern, cool look did perfect justice to the complex subject matter.
