MERCEDES-AMG CLE 53 CAMPAIGN:ALL CURVES ARE BEAUTIFUL
Role: Art direction, creative concept
Agency: team x
Client: Mercedes-AMG
Director: Camille Boumans
Production: Tempomedia
Agency: team x
Client: Mercedes-AMG
Director: Camille Boumans
Production: Tempomedia
What it is
A campaign for the Mercedes-AMG CLE 53 exploring and shifting how design and aesthetics define AMG beyond just performance.
The idea
Provocatively use body positivity language to reframe how we see AMG landing on a simple belief: all curves are beautiful.
My part
Defined the core concept and messaging, established the overall art direction and visual language.
Why it matters
It shifts AMG from pure engineering talk to emotional design language by making aesthetics a core part of how performance is felt, not just measured.
A campaign for the Mercedes-AMG CLE 53 exploring and shifting how design and aesthetics define AMG beyond just performance.
The idea
Provocatively use body positivity language to reframe how we see AMG landing on a simple belief: all curves are beautiful.
My part
Defined the core concept and messaging, established the overall art direction and visual language.
Why it matters
It shifts AMG from pure engineering talk to emotional design language by making aesthetics a core part of how performance is felt, not just measured.
Videos: [click to play]
Selection of stills:
MERCEDES-AMG GT 63 ->