As Manager and Executive Creative Director of Mercedes-Benz USA’s in-house agency, I led a multidisciplinary group in the creation of many successful campaigns and materials for one of the most iconic brands in the world. One of my main objectives was to integrate dealership and DTC communications to create a stronger and more meaningful relationship between car owners and the brand throughout their whole journey, from consideration to ownership and beyond.
Highlight Reel
This awareness campaign was designed to introduce Rescue Assist, a safety measure that uses QR codes to provide instant access to firefighters and first responders in the event of an accident involving a Mercedes-Benz vehicle.
Emotionally driven and hard-hitting by design, the creative featured the first responders unscripted thoughts on the benefits of this technology—for the occupants of a vehicle, and themselves.
Rescue Assist
Online Video
Postcards
Premier Express
No car owner ever said they wanted to spend more time at the dealership. With that in mind, Mercedes-Benz created Premier Express, vehicle service done in an hour or less with no appointment necessary. For the ad campaign, we decided to focus on a different kind of luxury: time. We cast a diverse set of characters and gave them simple direction: enjoy what you’re doing. Premier Express became, to our knowledge, the first campaign about car service not featuring a single car image.
:30 TV Spot
Print Ads
:30 TV Spot
:30 Radio Spot
The breadth of models, features, and technological innovations in Mercedes-Benz vehicles is ever growing, and capturing it with traditional photography is no longer efficient. MB’s in-house agency became the engine behind all the digital imagery featured on mbusa.com, social media, print and digital materials, and dealer communications. To showcase the brand’s iconic beauty and breathtaking design in all its glory, we conducted exhaustive angle studies specific to every vehicle, and continually pushed our creative tools to produce more realistic and impactful shots.
Hero Imagery
We created this video series to educate car owners about the advantages of using genuine Mercedes-Benz parts when servicing their vehicle. We pored over tons of data from the engineering department and decided on an animated approach to make the subject easier to present. In the end, though, all the numbers, millimetric precision and innovation are there to provide a better, safer experience to the user.
This Is Why
Wiper Blades
Tires
Brake Pads
Windshield
Air Filters
Battery