mercedes benz + Mic
"generations of style"
THE ASK:
Mercedes Benz RFP'd Mic for a campaign tied to their all-new Mercedes Benz GLC Coupe: a vehicle for the modern urban male. Mercedes wanted to target stylish males with a passion for luxury as well as tech innovation, design, urban exploration and self-expression — and they wanted the car itself to be integrated in the content.
MY SOLUTION:
Style is more than just the clothes we wear — it's a reflection of our culture. Each decade has produced its own unique style inspired by the icons of the time, from the music to the political landscape, the celebrities and even the technology. But as our global style has evolved and transformed, one car has remained a beacon of luxury and style: the Mercedes Benz.
This was the thesis behind Generations of Style, an immersive multi-media content article I devised in response to Mercedes' RFP. Visually stunning and interactive, Generations of Style tracked the evolution of global style throughout the decades — from the mod fashion of the 60s to flower power in the 70s and beyond. For each "generation," we listed the common fashions of the decade alongside the popular accessories, the biggest technological innovations and, of course, the Mercedes car of the moment, with the new GLC Coupe earning top position for today's most stylish consumers.