V-Class Like Never Before Photo Art Direction, Design
The Mercedes-Benz V-Class has long been recognized for its spaciousness and comfort, making it an ideal choice for families and business travel. Performance has rarely been part of the conversation. To challenge this perception, we ventured deep into the tranquil snow-covered village of Hemu in Xinjiang, China — a remote winter wonderland which is also known for its rugged terrain and harsh climate. In this demanding environment, the V-Class proved its adaptability, maintaining a smooth and safe ride while surrounded by the scenery. As usual, we captured close-up images of how the selling point is performed in this environment.
To stay aligned with Mercedes-Benz’s signature brand philosophy, we chose a serene and poetic approach to highlight what the V-Class has always stood for — comfort, elegance, and presence. Rather than focusing on speed or technical bravado, we allowed the quiet beauty of the snow-covered landscape to speak for itself. Against the stillness of the white wilderness, the V-Class emerges with a sense of grace and understated strength, calm, composed, and dignified.
Work was done as Art Director at Ogilvy. Worked with a team of 5, my role was to support with the initial concept, assist with on-site shooting, art directing during the post-production stage, and typography design for the final post.
Client: Mercedes-Benz
Agency: Ogilvy Beijing
Production and Photograph: Jingwei Wang
Creative direction: Kim Yu, Maxine Ma
Art Direction: Dongyan Wang, Maxine Ma
Account: Daine Wei, Naomi Ye
Copywrite: Shaomin Li
Design: Dongyan Wang