Mercedes-Benz: Impact

The Impact campaign tells stories of survival and newfound perspective that resonate with existing and aspiring Mercedes-Benz drivers and virtually all consumers. It consisted of seven unscripted video testimonials(all shot by the documentary filmmaker Henry Corra ) of Mercedes-Benz drivers who survived life-threatening accidents.

As an Art director, I was part of the ideation process, developing the creative brief, outlining the story-telling aspect, and handling the design part. I worked closely with the dev team to ensure site interaction enhanced the powerful narrative. Visitors to the site can easily roll over images to learn about the owners and click to view their extraordinary stories, which are brought to life with additional content. Therefore, we kept the design minimal to ensure that emotional narratives can effectively showcase Mercedes-Benz's ability to protect its occupants when they are most vulnerable.

The preloader's suspenseful build-up relies on emotional phrases from the stories: "I can't believe we walked away"; "The car absorbed all the force. It saved our lives."; and "The police told me I would have been dead in any other car."

Landing page. The thumbnails gently react to the cursor, creating an illusion of depth and perspective. (The original title of the campaign was "Perspectives", later replaced by "Impact").

Using subtle, reactive animations, the UX elements guided users through the collection of video narratives.

Additional content, including actual photos and a model of the crashed vehicle.