We’ve heard the story: if you want to be successful, you have to leave your comfort zone. Until now.

Mercedes-Benz invites you to do the opposite: relax inside your luxurious comfort zone. Here’s the new Mercedes-Benz C-Class. Redefining what a comfort zone can be. But not only that. It’s a global campaign that helps change the brand’s positioning from premium to luxury, even if that means stepping out of our own comfort zone.

For our campaign stills, we extended the comfort zone around the C-Class. It’s a metaphorical interpretation with striking imagery, which breaks with the conventions of traditional automotive photography. Our conceptual approach brought luxury into every detail. From styling, set design and a unique cast. Almost magical.

I had the chance to develop the production brief for the campaign film, where I could work on the cast, styling, set design and visual storytelling.

I was also able to design the campaign literature and help with the print and digital layouts.