•As the hero model with top performance and great heritage, Mercedes-AMG SL 63 need a pioneering way to show its ultimate status and create constant desire.

•When limited people can really have a close test of the AMG performance and luxury, we need to provide a wider chance for people to experience the charm of the best AMG.

, an art installation that combines AI technology with multimedia art;

Our creative concept merges flawless circles with sleek lines, symbolizing speed and collision, closely intertwined with Mercedes-AMG's essence of power, performance, and innovation.

This deliberate choice reflects the brand's core values and ensures a seamless connection between the art installation and the brand. Moreover, the digital media innovation, employing AI for real-time rendering, portrays speed and passion through flowing lines, echoing the core values of Mercedes-AMG, enriching the art installation to deeply convey the brand's ethos.

TA：

•Targeting the public. Mass audience is branding basement. The perception and desire for the AMG SL are the cornerstones of its position in the luxury sports car world.

Insight and Strategy:

•The avant-garde art is the answer to this fantastic experience——with the application of the multi-media arts, we best demonstrate the speed of the car with AI-generated image and dynamic sound.

•With the magic of art, more connections are built between brand and consumers with purely admiration of the ultimate beauty.

, AI-Tech New Media Art Installation

Nov.9-Nov.30 @Qiantan Taikoo Li, Shanghai

Artists:

1.Cao Yuxi, visual director of Beijing Winter Olympics opening ceremony

2.Liu Xiaojiang, top electronic musician

3.Zhang Shuojiong, famous architect

With the use of screens and mirrors, the place is constructed into an immersive space with an AMG SL parked in the center——The fluid particles simulated by AI are moving fast across the screens with the rhythm of the electronic music, made of the roar of the high-speed AMG. Changing light dancing from space to space, creating a vision of speed and an immersive experience of racing dynamic. The roof is inspired by the engine-start light, the changing light simulate the heartbeat, export power for the whole art community.

It has attracted countless eyes of the passers-by to take picture! Totally over 70,000 visitors were engaged, bringing almost 6,000 inquiries about the vehicle.

On social media, hundreds of attendees shared their exhibition experiences, generating a staggering social topic exposure of over 87 million.

We monitored the UGC and the comments , and found that there was 0 negative feedback, and the most frequently occurring keywords were "so cool", "gorgeous" and "dream car", and there were many people who said that they were planted, looking forward to owning an AMG SL Moreover, our clients were very satisfied!

As a result, the concept of performance luxury has become more deeply ingrained in people's minds and strengthen the image of Mercedes-AMG SL as the most desirable car.