Mercedes asked how to translate luxury into the digital space?
My answer was a simple visual framework. Instead of showcasing features we would create visual metaphors that encapsulate the sensorial experience of using them.
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Aesthetically I tied the two worlds together by reducing the visual palette of our artists to metal and glass. Metal carried the physicality the brand is known for — weight, precision, the tactile world of the cars themselves while glass stood in for the digital space — transparent, layered, a little more abstract. Together they form a synthesis of Mercedes new approach to Software.
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The result was a visual poem that underlined the brands commitment to . It was a toolkit that represented the brand in a new light.
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Aesthetically I tied the two worlds together by reducing the visual palette of our artists to metal and glass. Metal carried the physicality the brand is known for — weight, precision, the tactile world of the cars themselves while glass stood in for the digital space — transparent, layered, a little more abstract. Together they form a synthesis of Mercedes new approach to Software.
#
The result was a visual poem that underlined the brands commitment to . It was a toolkit that represented the brand in a new light.
Commissioned Work | Mercedes Benz | 2024 | Creative Direction & Artist
Client
Mercedes
Year
2024
Creative & Art Direction
Christian Zschunke, #Gui Todorov
Producer
David Adam, #Jan Birkenbach, #Markus Trautmann
Artists
Philipp Brates, #Axel Ebert, #Quinten Delahaye, #Saskia Kretzschmann, #Robert Langnickel, #Norman Struwe, #Gui Todorov, #Alexander Vieten, #Christian Zschunke,
I wanted to create an animation that constantly draws in the viewer with a hypntoic flow.
The reduced visual palette and material dichotomy created a subtle and calm undertone throughout the whole animation.
PROCESS
The process of creative exploration and collaboration was as rewarding for us as for the client. Many of the visual experiments ended up being usefull for their visual framework.
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