- Creative Director -

Mercedes CLA

I was part of a global concepting team coming up with ideas to help launch the new Mercedes CLA in the US market. I quickly assembled a team to generate ideas.

At the end of the day, we had 5 great ideas that were bought as part of a phased launch plan by Mercedes-USA, including my idea to put the CLA in the hands of web auteur Casey Neistat. Casey did what Casey does, and the results were stellar in terms of getting exposure for a brand that's typically perceived as old and stodgy in front of a new, younger audience.