Project Overview
role
Creative Director
agency
VICE Media - Virtue
description
While the automotive industry rushes to launch its latest innovation in the electric car market, the Mercedes-Benz vision for electric car driving isn’t just a concept—it’s happening today. Right now. But it’s only one of the millions of incredible things happening right here in this moment.
Project Overview
role
Creative Director
agency
VICE Media - Virtue
description
While the automotive industry rushes to launch its latest innovation in the electric car market, the Mercedes-Benz vision for electric car driving isn’t just a concept—it’s happening today. Right now. But it’s only one of the millions of incredible things happening right here in this moment.
role
Creative Director
agency
VICE Media - Virtue
description
While the automotive industry rushes to launch its latest innovation in the electric car market, the Mercedes-Benz vision for electric car driving isn’t just a concept—it’s happening today. Right now. But it’s only one of the millions of incredible things happening right here in this moment.
(PLAY)
NOW
Together with director Sean Pruen from UNIT9, we built and live-streamed for 24 hours an installation featuring a multitude of incredible things that were happening in real-time, putting the Mercedes-EQ front and centre.
NOW
Together with director Sean Pruen from UNIT9, we built and live-streamed for 24 hours an installation featuring a multitude of incredible things that were happening in real-time, putting the Mercedes-EQ front and centre.
Mercedes-Benz
Mercedes-Benz
Mercedes-Benz
Mercedes-Benz
Mercedes-Benz
Mercedes-Benz
Installation
The installation was built using many analogue and digital components. A Foucault pendulum that drew spirals in white sand fell from a giant 12-hourglass. Real-time data visualisations of hashtags and statistics were updated live. An accurate representation of sunlight cast on the Earth and live streams from external locations, presenting both people and place.
Installation
The installation was built using many analogue and digital components. A Foucault pendulum that drew spirals in white sand fell from a giant 12-hourglass. Real-time data visualisations of hashtags and statistics were updated live. An accurate representation of sunlight cast on the Earth and live streams from external locations, presenting both people and place.
Performance
There were also performances throughout the day. We brought in live musicians and an artistic representation of the human day performed for the whole 12 hours by dancer Resi Bender. Choreographed by artist Darren Johnston.
Performance
There were also performances throughout the day. We brought in live musicians and an artistic representation of the human day performed for the whole 12 hours by dancer Resi Bender. Choreographed by artist Darren Johnston.
(PLAY)
Case film
No matter how often you watch the film, you’ll never see the same thing twice. And just like the world of Mercedes-Benz, it truly captured and demonstrated innovation that’s happening right NOW.
Case film
No matter how often you watch the film, you’ll never see the same thing twice. And just like the world of Mercedes-Benz, it truly captured and demonstrated innovation that’s happening right NOW.