X-Class Car Concept Activation

In 2018, Mercedes-Benz Vans became the main sponsor of the UCI Mountain Bike World Cup, opening the door to an exciting creative opportunity for me as an art director at M&C Saatchi Sport & Entertainment.

I was tasked with creating a concept for the Mercedes-Benz X-Class, which became the centerpiece of numerous
international activations during these prestigious tournaments.

This project was a unique challenge, combining the powerful performance of the X-Class with the elegance and innovation synonymous with the Mercedes-Benz brand. The design showcased a dynamic aesthetic tailored to the spirit of mountain biking, while reinforcing the brand’s presence in the global sporting community. The result was a striking vehicle that resonated with athletes and fans alike, representing a perfect fusion of luxury, adventure and storytelling.