MERCEDES NOW
Role: Experiential Producer
The Ask:
How do you make the future of electric driving feel immediate, alive, and unmissable at a time when electric cars weren’t yet mainstream?
In 2016, Mercedes-Benz tasked our team with showcasing that their vision for electric driving wasn’t just a concept, it was happening right now. The challenge was to create an experience that captured the excitement, unpredictability, and constant evolution of innovation, immersing audiences in the moment while positioning Mercedes as a pioneer in a field still emerging.
The Solution:
Bringing innovation to life, managing every moving part.
As Experiential Producer, I oversaw client management, budget, and full project scope and planning, while orchestrating collaboration across technical, film, and creative teams. I acted as the central hub, aligning departments, streamlining workflows, and ensuring every element of production moved efficiently, so the live commercial could be delivered at scale without compromising creative ambition.
To showcase electric driving at the time, in the most exciting and unpredictable way possible, Unit 9 created the first Mercedes Live Commercial:
12-hour live broadcast filmed entirely in real time.
Multiple live cameras and data feeds, edited on the fly into a continuous 60-second “Vision Mix” looped 720 times, with every loop evolving from the last.
Analog and digital artistry: a Foucault pendulum drew spirals in falling white sand, real-time WebGL visualizations displayed hashtags and live stats, and accurate sunlight and live streams connected external locations.
Live performances included musical sets and a 12-hour human-day interpretation by dancer Resi Bender, choreographed by Darren Johnston.
Every detail, from technical setup to creative execution was designed to create an immersive, visually stunning experience that reflected Mercedes-Benz’s forward-thinking ethos.
The Impact:
What happens when technology, art, and automotive innovation collide?
The campaign captured global attention, demonstrating Mercedes’ electric driving vision in real time, long before electric vehicles became mainstream. Audiences experienced innovation as an unfolding, interactive event.
The project reinforced Mercedes-Benz as a pioneer, blending storytelling, live performance, and cutting-edge technology. It also demonstrated the impact of strong cross-team leadership, strategic planning, and hands-on production, ensuring every element came together seamlessly to deliver a once-in-a-lifetime experience.
