SHOWING CAR NERDS IT’S ALL ABOUT THE CURVES
ALL CURVES ARE BEAUTIFUL




Creative concept, campaign integration
C/O team x Berlin
[in collaboration with antoni_garage and Tempomedia] The AMG badge doesn’t only signify a high-perormance engine. Aesthetics is an important brand-shaper that distinguishes AMG from Mercedes-Benz cars. For the CLE 53, it’s all about the curves – the body shape, the interior, the aerodynamic features, and of course the road.

The automotive community and petrol heads generally judge sports cars based on looks and attraction. To communicate the thought and detail that goes into the model’s aesthetics, we explored the topic of body positivity. We found that many topics that apply to people also apply to cars. With it, we developed a philosophy for AMG: All curves are beautiful. This campaign shows how that philosophy redefines the CLE’s look and how it performs on the road. 

Selection of stills: