Saatchi & Saatchi wanted to show all the improvements in the Model E Mercedes, but they were all under the hood and invisible. Although renowned photographer Edo Kars photographed the hell out of the car itself, there was no way to photograph the inner workings. We were asked to come up with a stripped design that fitted Edo’s photo in atmosphere & lighting, but did show the car as the impossible dressed down version that exposed the inner structure.
In the campaign, a photo was shown of the car, but under a nice cover, like a mystery guest. A week later all posters were exchanged for the rendered version.