Mercedes-Benz Malmö — Tareq Taylor
Brand collaboration film with chef Tareq Taylor — Mercedes' most engaged social video of the year.
Roles
Concept & Campaign Architecture
Creative Direction
Production & Post-Production
Objective
Elevate brand positioning locally through a collaboration with chef Tareq Taylor — connecting Mercedes with themes of precision, performance, and craftsmanship.
Strategy
The core idea was to draw parallels between cooking and racing — both requiring timing, precision, discipline, and passion. Instead of scripted narration, the film was built around a carefully structured interview. Specific questions were designed to guide Tareq's responses into a natural voiceover — ensuring authenticity while maintaining narrative control. The goal was emotional credibility rather than overt product messaging.
Execution
Concept and narrative development, interview design to shape voiceover organically, storyboarding, full production and direction, editing and color grading. The final film balanced cinematic visuals with grounded storytelling — allowing personality to drive brand alignment.
Results
- Most viewed and interacted-with film on Mercedes-Benz Malmö's social channels that year
- Second installment in a 3-part campaign series
- Strong local engagement and brand resonance
Deliverables
- Hero brand film
- Social media adaptations
- Campaign installment
