A-Class Films

For the global launch of the new A-Class with touch and voice control, we went on a rollercoaster drive including a surprise appearance by Nicki Minaj. The film got over 3 million views in less than 48 hours, while the assets were turned into memes and gifs, starting the trending hashtag #NickiXMercedes.

In addition we did three online films reveal the human insights and observations that inspired the technology of the new A-Class - true to Mercedes-Benz´ philosophy of "Human Centred Innovation".

We also had the opportunity to write some Easter Eggs for the actual car system. Below an example discovered by Jimmy Kimmel.


Role: Executive Creative Director
With: Alice Bottaro

A-Class Editorial Stills
A-Class Product Stills