Mercedes x Virgil Abloh
Orchestrating the collaboration between Virgil Abloh and Mercedes for
Project Maybach.
From initial ideas to final implementation, I led the team which crafted a comprehensive, multi-platform campaign aimed at a new luxury audience.
Our scope of work encompassed everything from defining the entire project’s art direction and design guidelines to launching and shooting the paired Off-White™ collection, producing a mini-documentary or creating social first assets on TikTok.
At the heart of this epic collaboration lies the Project MAYBACH, an electric show car that stands as a testament to the combined vision of Virgil Abloh and Mercedes-Benz.
The lookbook recontextualised a traditionally urban brand within a distinctly off-road environment, whilst keeping high-end luxury at its core.
↑ Merch was exclusively designed for the campaign, and available in selected Off-White™ stores. ↓
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A mini documentary lifted the veil on the collaboration as well as Virgil’s creative and design process.
This page wouldn't be complete without acknowledging Virgil Abloh. A visionary in art, design and fashion whose creative spirit was unparalleled.
His legacy continues to inspire, reminding us of the limitless boundaries of creativity.