Mercedes-Benz turned to the public’s creative force in its latest initiative, “#Untamed,” launched to promote the automaker’s new CLA model. The luxury car manufacturer invited creative minds from all across the globe to contribute their original immersive imagery through Instagram for the “#Untamed. A Digital Photo Installation”. The user-generated digital photo exhibition, the first of its kind, took place in Paris from 3-14 April, at a specially-designed pop-up showroom.
The spirit of the #Untamed photo experience perfectly resonated with the philosophy of the new CLA vehicle. The users were invited to share their photos that related to the idea of “The natural enemy of the average.” The goal was to inspire international amateur and professional photographers to provided their personal perspectives that put individuality into the spotlight, tickle senses and expand the collective horizon of the audience.
The photo installation space included a white sofa and several cabinets in the walls, which served as screens for the seamless photo panorama. The furniture pieces also played their important role in the 3D light show that also was part of the “unfiltered, uncensored and truly unusual” experience. The exhibition pushed the boundaries of perception by unveiling a parallel realm in front of the audience in the unique space. The photographs from the exhibition are available at the dedicated page.