adNAU's Tino Schaedler was invited to work with photographer Mats Cordt on the Mercedes Benz international print campaign ‘Blue Efficiency’. Creative Director Deneke von Weltzien & Art Director Tilman Gossner of internationally renowned ad agency Jung Von Matt, developed a concept for a world purely made of fleeting blue energy, to showcase the entire Mercedes Benz range of Blue Efficiency models.

The abstract concept was spatially interpreted by Tino Schaedler, into a futuristic urban environment that provided fifteen backgrounds for the print campaign and 2011 Mercedes Benz catalogue. Trained as an architect, Schaedler approached the design like a real existing urban organism, replete with a system of streets, bridges and high rise buildings. A dynamic and elegant architecture that represents the campaign's conceptual approach of moving energy materializing into a unique environment. Read Less