Mercedes-benz commissioned me to create three large backdrops for the exhibition hall which saw the launch of the new 2023 van vehicles. The opening took place at the RheinMain Congress Center in Wisenbaden near Frankfurt am Main, exclusively for the press and photographers international.
As a first step, neutral backdrops were designed and prepared on which to apply the finalized prints. Subsequently, the design of the backgrounds: the graphic themes had to be diversified based on the use and soul of each vehicle class. After an initial briefing with the Cologne-based advertising agency OSK, we developed ideas that implemented and improved the communication target.
The three classes:
V-Class, a luxury series for private use, is aimed at a domestic, intimate and peaceful environment between contemporary architecture and delicate natural elements, immersed in a comfortable and dreamy atmosphere;
Marco Polo, designed for holidays on the road, is located in a totally natural context; the surrounding environment is influenced by a touch of surreality and elegance.
Vito for commercial and corporate services. The urban environment, poised between brutalism and a dry and sober contemporaneity, leverages the gigantic size of the buildings taken from a somewhat dystopian but orderly future.
Client: Mercedes-Benz
Agency: Team X, OSK, Cologne.
Location: RheinMain Congress Center, Wisenbaden
Creative Director: Axel Breuer
Agency: Team X, OSK, Cologne.
Location: RheinMain Congress Center, Wisenbaden
Creative Director: Axel Breuer
WORK PROCESS
A - For greater control of perspective I rebuilt the entire exhibition hall and created the 3D scenarios beyond the backdrops. By moving freely with the camera within the 3D space I was able to better understand what worked and what didn't about the entire composition from different angles.
B - Image design: elements, atmosphere, lighting, mood; forward and backward feedbacks; customer approval.
C - Make the entire image flat ready for printing. For the final stage, the side graphics were set again to fit within the print.
B - Image design: elements, atmosphere, lighting, mood; forward and backward feedbacks; customer approval.
C - Make the entire image flat ready for printing. For the final stage, the side graphics were set again to fit within the print.
PRINT TEST
In the final stage each backdrop was made up of a mosaic of strips printed in perfect continuity with each other
V-CLASS scenario
52,3 m large and 7 high
72000 x 9646 pixel
MARCO POLO scenario
29,5 m large and 7 high
40650 x 9646 pixel
eVITO scenario
37,5 m large and 7 high
51673 x 9646 pixel
PRESS PHOTO
This is opening day. Additional elements, floral compositions and various furnishings, have been set to get a link of continuity with the backgrounds.
