Campaign for the 4MATIC range running in 14 European markets. Instead of glorifying technology for the sake of it, we preferred to show why all-wheel drive matters in people’s lives. It was also a good opportunity to portray a different side of the Mercedes driver - usually celebrated as the ultimate alpha male, it was time to show him in a different role.


Agency: antoni - role: creative director - Director: salomon ligthelm (stink) - photographer: patrik johall- Year: 2017