Multidisciplinary award-winning Art Director, Designer, former member of ︎︎︎Giegling Records and Co-Founder of ︎︎︎studiowie.se based in Berlin. Currently at ︎︎︎antoni for ︎︎︎Mercedes-Benz.







250 REASONS NOT TO BUY THE MERCEDES-AMG PURESPEED

MERCEDES-AMG


250 Reasons Not to Buy the PureSpeed defies traditional advertising. Instead of selling reasons to own the car, we celebrated the reasons not to. Across 250 unique assets, we amplified everything that made this car unconventional – no roof, no windshield, no windows, an eye-watering price tag, and a limited run of just 250 units. Even its Formula 1-inspired HALO protection system became part of the playful narrative.

The campaign brought Mercedes-AMG’s rebellious spirit to life, sparking conversations across social media and beyond. After all, when you drive a car like this, the odds of a salmon hitting you in the face are low – but not zero. Sunburn? Guaranteed. Privacy? Forget it. And with a HALO this striking, don’t be surprised if skaters start grinding on it or gymnasts turn it into an Olympic apparatus.

Social Media, Ambient, (D)OOH, Print, Merchandise


︎ AMG
AGENCY
antoni_garage (team x)

PRODUCTION
LeBerg Berlin

DIRECTION
Tom Emmerson

CREATIVE DIRECTION
David Kaufmann 
Daniel Duhn

CRAFT DIRECTION
Sandra Uthmöller

ART DIRECTION
Nithika Romy
Tatiana Kaufmann
Christoph Laurisch

COPYWRITING
David Kaufmann
Daniel Duhn
Basak Özkeskin
Christoph Laurisch

AWARDS
Cannes Lions


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