To endorse the newly-unveiled Mercedes-Benz CLS, Hamburg-based agency Jung von Matt/Alster presented a new interactive animated story, which deserves being called an art project. The animated video that constitutes the core element of the digital campaign for Mercedes-Benz CLS was created based on the short interactive and personizable story written by Joey Goebel. The Berlin-based illustration duo Drushba Pankow created visuals for the story.

According to the official information presented by the makers of the video, their job included «over 400 preparatory drawings by the illustration-duo Drushba Pankow, over 300 hours of coloration with paint and brushes, over 100 gigabyte high-resolution scans, over 40 hand-illustrated pagestates digitally dissected into 200 layers and individually animated by hand».

Visitors to the dedicated model page may read through the story or create their own version of it as they visit the model page at. This is a story of people making crucial choices with Mercedes-Benz CLS being an undeniable element of these choices.

Joey Goebel, the author of the story comments upon his role in this project: «One final challenge that this project presented me was the fact that I somehow had to incorporate the theme of sensuality and sense into this short story. So, sensuality would be referring to that which appeals to the heart and the gut, whereas sense would be referring to that which appeals to the intellect, to the rational mind. So, we have two concepts that are seemingly opposite, but my goal was to show that these two concepts don’t necessarily have to be in conflict.»