Mercedes Benz
Xentry
An animated campaign for Mercedes-Benz Xentry that reimagines the customer journey as a road trip through three distinctive service districts. Developed in collaboration with a 3D artist, the film was completed in just four weeks!
An animated campaign for Mercedes-Benz Xentry that reimagines the customer journey as a road trip through three distinctive service districts. Developed in collaboration with a 3D artist, the film was completed in just four weeks!
My Role
- Creative concept development
- Art direction
- Illustration
- Storyboard
- Film direction
Creative Approach
Instead of explaining the Xentry customer journey through interfaces and diagrams, we turned it into a road trip. Three distinctive service districts became visual metaphors for different stages of the experience, giving the campaign a distinctive visual world while making the customer journey easier to understand.
Produced by Von Helden Und Gestalten GmbH, Stuttgart, Germany. All rights reserved to Von Helden Und Gestalten GmbH.
Styleframes
Before a single frame is animated, the visual language needs to be defined. Styleframes are used to explore composition, lighting, color and mood, creating a clear direction for the entire production.
Storyboard and Animatic
Once the visual direction was established, the next step was creating the storyboard. Everything was planned in advance, defining the narrative flow before moving into production.
The animatic brought the storyboard to life. It helped define the rhythm, timing and pacing of the film before moving into the final 3D production.
The final design
Each object was designed as a vector illustration, ready to be applied as a texture in the final 3D models. The visual language blends references from video game consoles, arcade machines, workshop tools, control panels and digital interfaces to create a fantastic technological universe.
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