MY ROLE: Creative Lead

LEADERSHIP SCOPE: Creative Strategy • Creative Design Direction • Brand Identity • Experience Design • Integrated Campaigns • Team Leadership • Executive Client Partnership

Mercedes-Benz: The Table

CAMPAIGN OVERVIEW

Mercedes-Benz transformed a cultural gathering into an integrated brand experience that blended storytelling, hospitality, content, and immersive design. The campaign extended across physical and digital touchpoints to create a seamless expression of the brand before, during, and after the event.

BUSINESS CHALLENGE

Mercedes-Benz sought to deepen its relevance with multicultural luxury audiences while preserving its premium brand positioning. The challenge was to create an experience that celebrated cultural leadership without compromising the prestige synonymous with the brand.

STRATEGIC APPROACH

We developed "The Table"—an immersive culinary and cultural platform celebrating influential multicultural leaders through storytelling, conversation, and design. Every touchpoint was crafted to reflect Mercedes-Benz's commitment to innovation, inclusivity, and modern luxury.

CREATIVE LEADERSHIP

As Creative Lead, I established the creative vision across every touchpoint, leading a multidisciplinary team and partnering with strategy, production, and executive client stakeholders to deliver a cohesive luxury brand experience.

BUSINESS IMPACT

The success of the Los Angeles debut led Mercedes-Benz to expand the platform into New York, demonstrating the concept's scalability and long-term value. The program reinforced Mercedes-Benz's cultural relevance within the luxury market, elevated brand perception, and established a repeatable platform for future cultural engagement.

Campaign Ecosystem

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  • Brand Identity

    • Environmental graphics

    • Typography

    • Menus

    • Wayfinding

    • Premium branded touchpoints

  • Campaign

    • Invitations

    • Social

    • Content

    • CRM

  • Experience

    • Experience

    • Arrival

    • Hospitality

    • Programming

    • Installations

    • Guest Journey

  • Digital

    • Digital

    • Photography

    • Video

    • LED

    • Post-event content

    • Social

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281M+

Earned Media

45

VIP Leader Hosted

2 Cities

Market Expansion

ROLE: Creative Lead

TEAM: 4 Designers • Strategy • Account • Production • Client

DURATIONS: 5 Months • Los Angeles & New York • Cross-Functional Team

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Designing an Integrated Brand Platform