Mercedes Benz - Qué es un Sueño

When Coma Agency in Mexico City approached us about creating a marquee video for Mercedes-Benz, we knew we were stepping into something special. The luxury car brand was partnering with renowned artisans Jacobo and Maria Angeles to create a modified G-Wagon inspired by their fantastical folk art sculptures.

The story became a journey of metamorphosis. We follow the G-Wagon as it transitions from its constrained urban existence into something more mystical and free. In the desert, surrounded by the same landscapes that inspired the Alebrije artisans, the car doesn't just drive- it dances, it explores, it comes alive.

This transformation mirrors both the artistic process and the unique Mercedes experience. Just as Jacobo and Maria take raw materials and breathe life into fantastical creatures, we watch the G-Wagon shed its purely mechanical nature and embrace something more soulful and wild- all while maintaining the comfort and refinement that defines the brand.

By embracing the toná and the spiritual elements of Alebrije art, we created something that felt authentically connected to the craft and culture that inspired the car's design. The G-Wagon's yearning for the desert became a metaphor for that perfect duality Mercedes achieves- adventure without sacrifice, wildness without discomfort.

The final film captures that moment of transformation- when dreams become reality, when yearning becomes fulfillment, and when a machine reveals its soul.