Concept Development
Creative Director
Director,
Producer
Editor
The Challenge
Mercedes-Benz set out to highlight the full spectrum of use cases for the Vito lineup, targeting professionals, families, and tradespeople with distinct product variants tailored to their needs. The challenge was to convey this versatility in a unified campaign without diluting the core message of reliability and capability. Each model needed to feel relevant, purposeful, and emotionally resonant with its respective audience while also aligning with the brand’s premium positioning.
Vito
The Solution
I led the production of a hero film and three targeted cutdowns, each focused on a specific model: the Tourer, Mixto, and Panel Van. We built short narrative arcs around real-world moments, placing the vehicles in everyday settings that blended professional and personal use. From urban delivery routes to spontaneous weekend getaways, each scene was crafted to communicate not just function, but lifestyle relevance. Shot across multiple city locations over several fast-paced days, the campaign was brought to life through strong performances, dynamic cinematography, and clear messaging.
Vito
The Results
The campaign successfully positioned the Vito as a flexible, go-anywhere solution across customer segments. By pairing cinematic storytelling with distinct use-case representation, the films helped deepen engagement and build emotional resonance around the product range. The result was a vibrant visual showcase that captured the spirit of the Vito, practical, dynamic, and ready for whatever the day brings.
