Extra beats ordinary
Mercedes-Benz CLS campaign
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.
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.
In brand-focused moving image, the transition from grey to vibrant color boldly illustrates each protagonist's journey away from the monotonous everyday.
For product-driven content, design lines, shapes and textures are highlighted with maximum minimalism.
© 2024 CWEI — Arnt Christmann & Simon Cazzanelli