Mercedes-Benz Winter & Summer Events
Even a Mercedes goes on sale, but the challenge was moving cars without devaluing the brand. We avoided hard sells and slashed prices, focusing instead on emotional storytelling. For the Winter Event, we found an idea that captured holiday magic while still showcasing the full product line.
Developing the spots below from concept through production, I collaborated with directors Sean Thonson, Arni & Kinski, and Simon McQuoid on set to create campaigns that maintained the brand's aspirational tone while driving strong sales.
Partner: Alex Smulian Director: Sean Thonson
Director: Simon McQoid
Director: Simon McQuoid
Directors: Arni & Kinski
Digital Experience
Paid Social
4MATIC All-Wheel-Drive
We filmed for a week in Banff, Canada’s breathtaking mountain range, to bring the Mercedes all-wheel drive campaign to life. With director Sean Thonson at the helm, our approach was simple but effective: 'What would Ansel Adams do?' We focused on capturing the raw beauty and power of the landscape to reflect the strength and capability of the vehicle, ensuring that every frame felt as timeless and powerful as the all-wheel drive system itself.
Film
ECD: Chris Landi Director: Sean Thonson
260 horsepower R-Class by
Mercedes-Benz
The Mercedes-Benz R-Class needed a fresh approach to stand out in a category defined by safety and practicality. The challenge was to offer more than just a family-friendly minivan. Research showed families wanted a vehicle that combined practicality with excitement, defying the traditional minivan stereotype. We positioned the R-Class as a sleek sports car, an ideal alternative that delivers both performance and peace of mind. I oversaw the creative process from concept through production, collaborating on set with director Anton Watts to capture the vehicle's sleek lines and dynamic curves, bringing the 293-horsepower R-Class to life.
“Can I Borrow the Car” Relief Fund
R-Class owners shouldn't have to worry about their children borrowing their car. To prevent this, Mercedes-Benz is offering an online piggy bank for each of their kids. Deposits made by the children, friends, or family can be matched by the company, but only if the funds go towards purchasing a Pre-Owned Mercedes-Benz. Start saving now and help the kids get their own car!
The SL Roadster
This SL Roadster ad ran in a special issue of Newsweek during the season premiere of Mad Men. Everything in the magazine, from the articles to the ads, was given a 1960s aesthetic. I proactively designed and pitched this media placement to the client, aligning the iconic Mercedes-Benz brand with the cultural relevance of Mad Men. Jon Hamm, as the brand's voiceover, further strengthened the connection to the show.
Official Car of the US Open
Paid Social
