Microsite showcases Mercedes-Benz Fashion Week
April 01, 2008 - United States Of America
Critical Mass, an Omnicom digital marketing agency, has launched the latest update of the Mercedes-Benz Fashion Week microsite - MBUSA.com/lifestyle — showcasing the runway shows, leading designers, and opulent looks of Mercedes-Benz Fashion Week at Smashbox Studios, held from March 9-13, 2008 just outside Los Angeles in Culver City, California.
The new microsite from Critical Mass
blends exclusive Mercedes-Benz Fashion Week content with unique design elements — sleek, provocative imagery; the latest in Flash functionality; and exclusive features including behind-the-scenes videos and photo galleries from all 2008 Mercedes-Benz Fashion Week venues in New York, Miami, and Los Angeles.
“Critical Mass was excited about the opportunity to create a unique web environment for Mercedes-Benz — one that not only communicates the brand’s commitment to style, high design, and elegance, but which will help redefine notions of what the Mercedes-Benz brand stands for. Mercedes-Benz isn’t just the world’s top automotive brand, but one of the world’s great fashion brands as well,” said Steve Susi, Creative Director, Critical Mass.
To craft the stunning visual motif for the web site, Critical Mass teamed with Davis Factor, renowned fashion photographer and Chief Creative Officer of Smashbox Cosmetics and Studio Services. Titled “Reflections,” the site’s imagery uses light, reflective surfaces, beautiful models, and Mercedes-Benz vehicles to transform static photography into a dynamic combination of the human form, the seductive shapes of automobiles, and glamour of the Mercedes-Benz Fashion Week runways.
The successful collaboration yielded what Factor deems his best work yet. “Mercedes and I have had a strong relationship for years, and when I started working with Critical Mass on the visual motif for Mercedes-Benz Fashion Week last year, a lot of things just clicked. It’s some of the best work I’ve ever done, and Critical Mass and MBUSA gave me the latitude to explore and take the imagery to new heights,” said Factor.
The “Reflections” look-and-feel has been so well received by MBUSA, they’ve extended the visual motif to on-site décor and fixtures — including inside the Mercedes-Benz Star Lounge and on all vehicle displays — as well as in print ads, show literature, and direct response efforts.
Highlights of this season’s web content on the site include a celebration of the new 2009 SL-Class Roadster, the latest generation of the true automotive design icon; an exclusive look at the design fitting of Veronika Jeanvie — the rising star MBUSA has selected as this week’s “Mercedes-Benz Presents” Designer — and another video that immerses viewers into the frenetic action backstage, before and after Ms. Jeanvie’s highly anticipated runway show, her first in the United States.
“Critical Mass has married style, quality, and craftsmanship — all qualities valued by Mercedes-Benz,” said Lisa Holliday of MBUSA. “The Critical Mass team has helped articulate our objectives and reinforce our branding efforts for Mercedes-Benz Fashion Week across every medium, not just the web.”
The Mercedes-Benz Fashion Week website will next be updated this summer to accommodate more original content from Mercedes-Benz Fashion Week Miami Swim, which takes place from July 18-22 at the Raleigh Hotel in historic South Beach.