In 2009 my agency, Driftlab, was recruited by local agency, BlacQube, to create a dynamic and immersive web experience for the new fleet of Mercedes AMG cars. As team lead, I worked alongside a talented group of designers and writers to create a novel and compelling animated website that served as a sort of virtual garage, jam-packed with a wide range of Mercedes AMG models, detailed specs, and everything car enthusiasts could possibly want to know about these luxury machines.
Our aim was to audit the existing clunky and outdated experience and to build an entirely new, modern website. The groundwork for this transformation was laid on the foundation of comprehensive AMG enthusiast research, aiming to satisfy and surpass the expectations of these luxury car enthusiasts while presenting a large fleet of vehicles in manner that was easy to navigate.
The result was a sleek, animated website that brought the Mercedes AMG experience to life like never before. Through in-depth research into the wants and needs of AMG enthusiasts, we created an intuitive interface that showcased a broad spectrum of vehicles in a manner that was engaging and easy to navigate. The site became a virtual showroom for luxury car fans, seamlessly presenting comprehensive vehicle details and specifications. Our modern redesign not only satisfied AMG loyalists but also elevated the brand's digital presence, surpassing industry standards.
We were commissioned to make a web-based game as well. The Ice Luge rules are simple: Choose a car, press forward arrow to accelerate, back arrow to brake, and left and right arrows to steer. Hit the ice and see how fast you can go. A warning though, competition is stiff.
Launched → 1 Comprehensive, intuitive website designed and built to showcase the complete Mercedes AMG vehicle range.
Launched → 1 Web based game.
Accolades → Car and Driver magazine called the website "one of the best automotive sites on the web." The magazine praised the website's "clean design," "intuitive navigation," and "rich content."