Daimler came to us to reinvent the automotive experience for 2050. The client wanted us to think about the experience of riding a dragon. We looked at peoples relationships with vehicles and how this could translate this to a new experience of autonomy that made the user feel more alive.

This work helped define the new vision for Mercedes AVTR concept car. I worked on the experience and concept design at R/GA along side Jason Connolly, Tomas Freriksen, Christian Butte & Lucio Ruffo.

Experience Design

Concept Design

Automotive Design