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the brief
To celebrate the release of the 2025 CLA and it’s all-new look, Mercedes-Benz wanted hero their drivers’ perspectives in order to create a relatable campaign with social audiences.
the idea
We partnered with creators from different industries – interior decorating, 3D design, music – who love and live the brand and invited them to tell us their story. This was the story of DJ, Jada Moraes who spent her childhood driving and listening to music in her Dad’s classic Mercedes-Benz and today equates the brand to nostalgia and comfort.
my role
The concept came about before my involvement, but I was able to direct the project through production with storyboards for each sequence, directing and coordinating the shoot with a production colleague and making the first selects and edits from the day.
what happened next
The campaign was a stand out, and inspired more driver-focused content, on the German market channel. As you read this, a follow-up campaign is already in effect.