When we met the team at Antoni, little did we know about their ambitions. What started out as a chat about video games, good design and fashion ended in us challenging Mercedes to rethink the way they talk technology.
We're thrilled to present you the results.
This half-year collaboration yielded Mercedes Benz a framework to elevate their external communication. We synthesized a unique look by fusing elements from the analog and digital space focusing on sensorial experiences and abstract visual metaphors.
As a culmination of our collaboration we took the insights of our design exploration and crafted a visual poem to set the tone for the years to come.
“Any sufficiently advanced technology is indistinguishable from magic.”
We spent the last few months delving into the magic of Mercedes Benz’ technology and synthesizing a new visual tone for them. This creative journey was transformative not only for Mercedes Benz digital but also for us and our approach to design and storytelling.
“If you're sitting in your car, playing your computer animated films for your children in the back seat, is it the animation that's entertaining you as you drive and listen? No, it's the storytelling. That's why we put so much importance on story. No amount of great animation will save a bad story.”
Our great story was a simple premise "Mercedes Benz is the synthesis of the digital and the analog”. We took this premise and developed a visual framework out of it where translucent, digital materiality met tangible, realistic materiality.
“The art challenges the technology, and the technology inspires the art.”
Once we had a unique visual framework we pushed forward to create something with it. Something that would feel out of place at Mercedes Benz, something that pushes their boundaries and challenges them – a visual and literal poem. No more features but rather sensorial experiences and visual metaphors. The result is as unique as all the talent involved in the process and something we’re truly proud of.
Christian & Gui
Client: Mercedes Benz
Agency: Antoni Berlin
Agency Creative Director: Augusto Santos
Agency Producer: Michael Haller
Direction: Christian Zschunke, Gui Todorov
Creatives: Alexander Vieten, Anna-Maria Scharf, Axel Ebert, Daniel Büttner, Diego Cavallaro, Edu Torres, Elias Klingén, Gustav Larrson, Norman Struwe, Philipp Brates, Philipp Feigenbutz, Quinten Delahaye, Robert Langnickel, Saskia Kretzschmann
Producing: Markus Trautmann, Jan Birkenbach, David Adam