冬妍王 - Mercedes-Benz V-Class Autumn digital campaign

Mercedes-Benz V-Class: Versatility for Family Journey Online Campaign, Image Art Direction, Design

Traditionally recognized as a 6-seater van tailored for business use, the Mercedes-Benz V-Class is now being positioned as a versatile option for families. To broaden its market appeal, we developed a series of visuals highlighting the V-Class as the perfect companion for family outings, We carefully curated the scenes that echo with the selling points. Our creative approach favors authenticity over polish. We want each shot to feel like a real family moment—unstaged, unfiltered, and full of heart. The campaign's First stage focused on a medium-range scene showcasing the joy of a family outing, while the second stage focused on a closer look at interior details. Both of the stages reached 50,000 views.

The online campaign captures the warmth and beauty of autumn, showcasing the vehicle on scenic day trips that emphasize comfort, space, and togetherness. With this shift in narrative, the V-Class is reimagined as not just a professional vehicle but a premium choice for everyday family adventures.

Work was done as Art Director at Ogilvy. Worked with a team of 4, my role was to support with the initial concept, comping layouts, assist with on-site shooting, and typography design.

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Stage 1: Medium-range scene, showcasing the warmth of a family outing in autumn.