Builders Club teamed up with brand agency Karla Otto to launch an innovative, interactive campaign for Mercedes Benz’s collaboration with polymath artist, architect, creative director and fashion designer - Virgil Abloh.
Project Geländewagen is a joint collaboration between Gorden Wagener, Mercedes Benz’ Chief Design Officer, and Virgil Abloh, Chief Creative Director and founder of Off-White and artistic director at Louis Vuitton, to re-imagine the iconic Mercedes-Benz G-Class, also known as G-Wagon. The partnership sees the unification of two worlds - the world of fashion and art with the automotive world.
The interactive, mixed media campaign includes a five-minute film and a specifically designed central hub under the Mercedes Benz’ website where an Augmented Reality version of the design piece can be found.
The film was shot at Mercedes Benz headquarters in Stuttgart, whilst Gorden Wagener and Virgil Abloh’s parts were shot remotely. The Visual 3D narrative takes inspiration from the design piece and Mercedes Benz’ museum. In order to create the AR version of the new G-Wagon, Builders Club partnered with Visualise to create immersive and augmented content.
Builders Club commented: “Mercedes-Benz is a brand that inspires creative minds around the globe. Drawing on the ingredients of Mercedes-Benz DNA and namely, the exclusive materials, the first-class craftsmanship and the highly developed design, which appeal to all the senses of a discerning clientele, we tried to transmit the innate understanding of luxury that Mercedes Benz has. We layered the 3D film with 2D/3D visual storytelling by adding holograms to carry the film through and the end result highlights the excellence of the brand.”
Click here to launch the interactive campaign.
CREDITS:
CLIENT : Mercedes Benz
DIGITAL & FILM PRODUCTION: Builders Club
PR AGAENCY: Karla Otto
AR COMPANY: Visualise