The new E-Class is an automotive “masterpiece of intelligence”. It marks the beginning of a new era of autonomous mobility, largely based upon intelligently linked systems. During the launch, 450 journalists experience this intelligence firsthand – as a collective test drive during the press conference. We create a unique interplay of live-show and 360°-video-performance: the audience experiences intelligent driving and evasive maneuvers from the driver’s perspective. Core of the technical setup: an 80 meters-LED-tape, encompassing the entire room.

The film begins with an atmospheric drive along San Francisco Bay and over Golden Gate Bridge until Downtown. Through the dividing LED-screen, the new E-Class drives onstage for real. Arranged on a revolving stage, it moves in an exact choreography through its virtual surroundings. A perfect interaction. Actually static – yet maximally dynamic. The audience feels with the E-Class. It drives along with it. It is right in the middle. Perceptibly intelligent.