THE CHALLENGE
To design an 8-piece eyewear collection in collaboration with AMG. Then to create a campaign concept and direct a photoshoot. The brief was to reinterpret the AMG design language into eyewear pieces using sheet metal as a material foundation. Later the campaign concept would pursue the AMG narrative of the high-performance driving experience.
Tags: Product Design, Creative Direction, Production
Tags: Product Design, Creative Direction, Production
AMG | ic! berlin
Tags: Product Design, Creative Direction
Tags: Product Design, Creative Direction
CAMPAIGN CONCEPT
The campaign concept was inspired by the idea of a new dawn of AMG driver. The aim was to bring young, sophisticated fashion styling into a narrative where the fearless dreamer is center stage. Using the AMG car as the main platform for the shoot, both product and models were captured in the goal to celebrate the beauty of the eyewear and the car.
PRODUCT DESIGN
As head of design at ic! berlin I led the design process and managed the communication with the AMG team. After visiting the Mercedes-Benz headquarters in Stuttgart, the clarified aim was to launch 4 sun styles and 4 correctional frames in a mixture of materials adopting innovative production processes that were engineered in Berlin. Along with the aesthetic inspiration from the current AMG design language.
Acetate merged with stainless steel made up 2 hybrid sun pieces, by combining more than 1 material in a style it created different surface texture contrasts matching those used in the automotive design by AMG. Dynamic and streamlined contours brought together with three-dimensional extrusions and bending ensured the styles aligned with the performance luxury design philosophy of AMG.
Behind the scenes
