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.

Site's 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."

Site's 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. Each story thumbnail subtly responds to the cursor, creating a sense of depth and perspective.

( The campaign was originally titled 'Perspectives' before being renamed 'Impact').

Subtle animations and intuitive UX elements guided users through the video narratives—enhancing flow without disrupting the emotional impact.

Although Mercedes-Benz's Impact site is no longer maintained, some of the original video content still lives on YouTube.

Additional content, such as real photos and a the model of the crashed vehicle added depth, authenticity, and emotional resonance.

An earlier concept: Due to the graphic nature of the actual photos of the crash vehicles, I considered using wrinkled paper as a visual metaphor.