This is the global launch TVC for the new S-Class. A beast of a film. We crashed four real cars, filming with 10 highspeed cameras - only as visual reference. Because real high speed cameras cannot move. So everything you see, every bit of debris, even the crash element and the crashing car, was made in 3D with the great guys from The Embassy in Vancouver. The final film also ran in that famous Superbowl ad-break and got some great public reviews.
2005. With Springer&Jacoby as Creative Director.
2005. With Springer&Jacoby as Creative Director.
The concept for the S-Class launch was all about understanding that its elite audience is all about leading and developing the future. At the same time the S-Class introduced a load of new technology. Hence the model tagline "be ahead". The ads actually need a clever reader who is able to think ahead - to complete the headline.
Yes: being in brand lead also means thinking of the nitty gritty. Here’s the tip of a giant iceberg of dealer ads, instore media, launch event collateral. Here, we deployed a different look: Light played an important role and of course more clever lines about thinking ahead or being in the lead.
The team had this visual idea for posters. Together with my CD-partner Axel Thomsen we quickly noticed:
this would be so much better in motion. But we also knew the client would not buy it without seeing something - especially as this was a pro-active idea. We collaborated with Sehsucht Postproduction and nbh Soundstudio (both Hamburg, Germany) to make it. In fact: we did not just make a layout - we made the finished film, presented it, sold it. It went on to win Cannes Gold and many other awards.
2005. With Springer&Jacoby as Creative Director.
this would be so much better in motion. But we also knew the client would not buy it without seeing something - especially as this was a pro-active idea. We collaborated with Sehsucht Postproduction and nbh Soundstudio (both Hamburg, Germany) to make it. In fact: we did not just make a layout - we made the finished film, presented it, sold it. It went on to win Cannes Gold and many other awards.
2005. With Springer&Jacoby as Creative Director.
This ad spread out across two consecutive pages announcing the newest version of the iconic SL.
2004. With Springer&Jacoby as Creative Director.
2004. With Springer&Jacoby as Creative Director.
The CLS was introduced with this red campaign all about the seductive quality of the beautiful new model range. The campaign was done by another unit. But I wrote this ad.
2004. With Springer&Jacoby as Creative Director.
2004. With Springer&Jacoby as Creative Director.
You don’t need ads to sell a supersportscar like the SLR Roadster. You do, however, need a catalogue for the chosen few that has got the quality of a coffee table book. I made this book with my partner Tobias Eichinger.
It came in box made of the original canopy fabric. Oh: all the images are real photos - we actually built the light objects in a studio.
2007. With Jung von Matt as Executive Creative Director.
It came in box made of the original canopy fabric. Oh: all the images are real photos - we actually built the light objects in a studio.
2007. With Jung von Matt as Executive Creative Director.
I ended up writing it myself. Strangly there was no input so loads of research needed to be done on my end.
The themes of "speed of light", "racetrack-proven", "headturning beauty" and "historic icon" run through the whole book.
The themes of "speed of light", "racetrack-proven", "headturning beauty" and "historic icon" run through the whole book.
Since we had some great photos we thought: let’s make a calendar. Tobias Eichinger did a great design job in making the actual calendar data fit to the images.
Pretty much the other extreme of the range: The Mercedes-Benz G-Class. That premium offroad icon. This was to be the very last edition. So making the supposedly last catalogue was something I looked after in great detail. Again, I ended up writing most of the copy myself as Mercedes-Benz demands a particular style and a load of knowledge. The photographic style is what makes this catalogue interesting. We tried to include something supernatural and magic in each shot.
2007. With Jung von Matt as Executive Creative Director.
2007. With Jung von Matt as Executive Creative Director.
