Mercedes goes all-electric with their EQ sub-brand – and positions itself as a luxury brand. No fewer than four carlines were to be launched in just one year: 
The technological flagship EQS, the sensual EQE, the spacious EQB and the compact EQA. The all-electric EQS is the luxurious flagship saloon of Mercedes-Benz.

Design Lead & Motion: Adi Constantin
Creative Director: Vicky Marx
Concept: Adi Constantin, Benjamin Schaufler
Agency: Antoni (2020)

A new visual language. The EQS is staged iconically in its unique way, within an abstract world, with mirroring ground. Forms and features of the EQS are captured with a progressive and innovative approach from different angles and with models in future-forward fashion. My main focus in digital was to create an immersive campaign and bring the superior product and its features to life across every touchpoint - with a strong serial look, exciting perspectives and platform-adequate formats.

Since Mercedes has shifted from a premium lifestyle brand towards a luxury brand, we created a set of guiding principles to bring this new approach into the digital world.