Mercedes-Benz CLS

ExTRA BEATS ORDINARY

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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.

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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.

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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.

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© 2022 CWEI — Arnt Christmann & Simon Cazzanelli