Mercedes-Benz CLS
ExTRA BEATS ORDINARY
STANDoUT BEATS STANDARD
For its latest launch, we’ve created a visual universe of radical minimalism for the new CLS. The pure lines and outstanding craftsmanship are presented with absolute focus, elevating the imagery to a new luxury aesthetic.
Duality is the guiding principle and the abstract interpretation of the two hearts beating in the target group's chest. Interpreted with visual journeys, bold side-by-side layouts, complementary color play and eye-catching split screens.
THE BRANd CAMPAIGN
For the global launch campaign, we developed moving and still imagery. While in the films our protagonists leave the ordinary behind to embark for a little bit of extra, in still imagery we celebrate car and cast with utmost sophistication in a color-blocked juxtaposition.
COlOR BEATS GREY
Due to the minimalist character of the campaign, color plays an essential role. A sophisticated palette allows modular combinations of still images and creates eye-catching contrast. And in moving image, the transition from grey to vibrant color boldly illustrates each protagonist's journey away from the monotonous everyday.
THE pRODUCT CAMPAIGN
For product-focused moving and still content, we celebrate the new CLS with an iconic approach. Design lines, shapes and textures are highlighted with maximum minimalism.
© 2022 CWEI — Arnt Christmann & Simon Cazzanelli