Project: Mercedes G-Class editorial photoshoot and video
Brief: To storyboard, cast, direct, and source the location for the editorial and video shoot. The new G-Class arrived 40 years after its launch, with the shoot expected to convey the model’s strength, transformation and accomplishments over that time. The images needed to be lifestyle led, mixing in close-up shots of the car’s stylish detailing.
Solution: To show transformation in the 40 years since the G-Class was launched, we used a female model, to not only couple the idea of female empowerment with the strength of the car but to reference the fact that as of 2019 females are permitted to drive in KSA, the target market. As a further nod to the car’s origin as an off-road vehicle, we took the car into the desert.