Mercedes-Benz EQS – China Launch
Purpose of the Project
In 2021, Mercedes-Benz set out to unveil the EQS in China in a way that felt as advanced as the vehicle itself. The aim was to avoid a conventional auto launch and instead create a bold, art-driven experience. To do this they partnered with GMUNK, Joe Picard, and PRECISION, crafting surreal, sci-fi visuals that embodied the EQS’s spirit of innovation, luxury, and clean energy.
Mercedes described it as a chance to define the EQS profile through storytelling. GMUNK called it a “journey into the DNA of what makes something luxurious – explored at a molecular, quantum, and cosmic level.”
How It Was Made
The content was produced entirely with practical effects. Our lasers were central: beams striking and surrounding black spheres, shafts of light enveloping a dancer, and multi-colored lumia created by shining lasers through crystals. All of it was captured in-camera, giving the work a tactile authenticity.
This content became the visual centerpiece of the EQS roadshow across ten Chinese cities.
Public and Industry Reaction
The roadshow drew more than 6,000 visitors, fulfilling Mercedes’ goal of delivering a launch that felt bold and unforgettable. Press and attendees alike described the visuals as “futuristic” and “otherworldly,” with the lasers singled out as the element that made the content resonate.
Within the design and marketing world, the project was celebrated as a benchmark in experiential storytelling. It won multiple international awards and was praised for its sustainability focus, with the pavilion built from 90% recyclable materials.
Conclusion
The EQS launch succeeded on every front: it introduced the vehicle with impact, generated public excitement, and earned professional recognition. Our lasers were instrumental to that success, providing the futuristic, sculptural visuals that helped define the project.
For Mercedes-Benz, it signaled a new way of presenting electric luxury. For us, it proved that lasers can transcend spectacle to become a medium of storytelling—turning a product launch into a cultural moment.
SEE IT LIVE
Book a studio visit to explore ideas in person, or request a quote today. We look forward to delivering signature laser moments for your next project.