Mercedes: History of the Screen

Jan 2023

Mercedes traces the progression of visual consumption in 'History of the Screen,' a campaign that draws a line from early cinematic projection and retro drive-in culture to the high-tech digital displays defining modern driving. The narrative transitions through various historical touchpoints, including 1980s and 1990s visual motifs, to frame the automotive hyperscreen as the current apex of this evolution. Developed by Merkley+Partners, the film utilizes live-action technique to recreate distinct viewing environments across the decades. The production incorporates period-specific archival formats to ground the sequence in a tangible, cinematic aesthetic that shifts as technology advances.

Horizontal, Cinematic, 1980s, 1990s, Y2K, Retro

TVC / TV Commercial, Brand Film / Corporate Video