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MERCEDES-AMG CLE 53 CAMPAIGN:ALL CURVES ARE BEAUTIFUL


Role: Creative concept, campaign integration
Agency: team x
Client: Mercedes-AMG
Director: Camille Boumans
Production: Tempomedia The AMG badge doesn’t only signify a high-perormance engine. Aesthetics is an important brand-shaper that distinguishes AMG from Mercedes-Benz cars. For the CLE 53, it’s all about the curves – the body shape, the interior, the aerodynamic features, and of course the road.

The automotive community and petrol heads generally judge sports cars based on looks and attraction. To communicate the thought and detail that goes into the model’s aesthetics, we explored the topic of body positivity. We found that many topics that apply to people also apply to cars. With it, we developed a philosophy for AMG: All curves are beautiful. This campaign shows how that philosophy redefines the CLE’s look and how it performs on the road. 

Videos: [click to play]

Selection of stills:







MERCEDES-AMG GT 63 ->