To launch the all-new Mercedes-Benz Mini-SUV “GLA” we created this beast of an interactive experience that unfolds scene by scene as users scroll down the site.

The campaign is based on a short film directed by B-Reels’ Filip Tellander. It presents the story of Ryan, a man who wakes up in the desert with no recollection of how he got there.

Taking inspiration from the visual language of graphic novels, the film’s scenes are presented as panel compositions. As the user explores the site, fragments of the story are rhythmically revealed through moving, still and interactive content. Through simple interactions, users play an active role in the story by helping the protagonist to continue with his quest.

Director: Filip Tellander

Production: B-Reel

Agency: Jung von Matt

Role: Senior Producer