Mercedes-Benz C-Class
Role
Art direction, design, production
Deliverables
Print campaign, Layout, Copy direction
The brief
Mercedes-Benz needed press and out-of-home work for BAS PLUS, the brake assist system in the new 2018 C-Class. A story about reaction time, told to an audience that values precision.
The idea
“Reaction at its finest.” The line works on two levels at once: the car's split-second braking response, and the involuntary reaction the vehicle itself provokes. The product becomes the proof of the headline.
The craft
A measured, premium layout: generous negative space, the car isolated in a clean studio environment, dense technical body copy for readers who want the engineering. I kept it quiet on purpose. The brand's line is “the best or nothing”, and a busy layout would have argued against it.
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