Print Campaign

Nobody Has to Drive a Mercedes

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For the ad campaign of the Mercedes-Benz F 015, artist Sarah Illenberger was commissioned to produce five installations. Her creative task was to translate the features of the self-driving research car into an expressive pictorial world. To do this, she had to work between the poles of technological future and art-istic handiwork. The subjects take a leap into the new era of autonomous driving, rendering the associated changes touchable and comprehensible. Every installation is real, completely without using CGI – just like the car itself.

  • Design:
    Sarah Illenberger, Emeis Deubel GbR, Berlin
  • Art Direction:
    Damon Aval, Mark Taylor (Junior Art Director)
  • Client:
    Daimler AG, Stuttgart
  • Copywriting:
    Judith Preker
  • Creative Direction:
    Martin Pross, Matthias Schmidt, Tilman Gossner
  • Account Management:
    Sophie Hansen