"Electric now has a Mercedes." One that will give you all the pioneering spirit and zeitgeist the brand has always stood for. To take its story digital we created an online experience that allows the user to explore the car through various interactive modules.

Design Lead & Motion: Adi Constantin
Creative Director: Nuno Marcelino
Developer: Geoff Bennett
Agency: Antoni (2019)

The story of this campaign revolves around a group of friends going on a day trip using the new EQC. To allow the users feel like they’re part of the story, we wanted to make the entire experience more immersive, which is why we recreated the scene present in the imagery from scratch in 3D. By scrolling, the user is able to play a video of the car, exploring it from different angles and discover details like range, acceleration, and other.

My approach was to design every section in a modular way, so that all the components of this campaign could be easily adapted for future use. Since the car’s core message is about sustainability, I wanted to have the same approach in digital. In this picture you can see how this module could easily be adapted for another Mercedes car.

The following module is a WebGL 360˚ configurator in which users can explore the car from multiple angles, change the color, the car line or the wheels and find out more details. One of the main problems we solved is the performance, as many 360˚ configurators are heavy on loading times and taxing on performance. We managed to reduce the size to less than 4MB and make it perform seamlessly on older or less powerful computers and phones.

With 52% of Mercedes-Benz site traffic coming from mobile, we established a responsive site framework that optimizes the design and user-experience decisions across form factors. Elements like navigation, aspect ratios, and others are tailored to deliver the ideal browsing experience on any device.