The new Mercedes-Benz F 015 is an ultra-modern, super-sleek driverless car—a shapely steel icon of the future that is now. And the campaign promoting it is just as innovative. German ad agency Antoni is responsible for the breathtaking creative, and Tobias Hutzler is the photographer behind the stunning images—which were produced in camera.
“We created these images through intense planning and incredible setups,” says Tobias. “The creative concept was to interpret the future of Mercedes and the future of transportation and automobiles in a very human way, through handcrafted sculptures and installations.”
They gave the images titles, for instance. “Connectivity” was symbolized by a thread sculpture, “Time” by neon sculptures, “Security” by arrows—“as in danger facing the vehicle,” explains Tobias—and driving pleasure by both a series of white icons and a sheet-metal sculpture flying out from under the vehicle’s tires.
“Antoni is a new all-star team agency in Germany, and it is the new agency for Mercedes worldwide,” notes Tobias. “This is their first project, and they planned this to be their signature work.” We may be biased, but we think they couldn’t have chosen a more inventive photographer with whom to collaborate.
Scroll down to watch a video trailer for the campaign and to see production stills.
Photo by Tobias Hutzler for Mercedes-Benz.
Photo by Tobias Hutzler for Mercedes-Benz.
Photo by Tobias Hutzler for Mercedes-Benz.
Photo by Tobias Hutzler for Mercedes-Benz.
Photo by Tobias Hutzler for Mercedes-Benz.
credits
agency: Antoni
creative director: Tilman Gossner
art director: Damon Aval
agency director: Martin Pross
postproduction: Zerone
set design: Sarah Illenberger
set architect: Tammo Prinz
photographer: Tobias Hutzler
Photo courtesy Tobias Hutzler.
Photo courtesy Tobias Hutzler.
Tobias Hutzler on set with art director Damon Aval.
Tobias (second from right) with the crew. Photo courtesy Tobias Hutzler.
