Tech trends, told through the Mercedes-Benz EQS
3D design for a Buro 24/7 special project
Delivery robots, smart homes and self-driving cars aren’t science fiction anymore. In late 2021, Buro 24/7 and Mercedes-Benz launched a special project on the tech already reshaping the city, told through the EQS, the first Mercedes-EQ luxury electric sedan in Russia. We made three CG films, one for each chapter, translating every trend into form, light and motion.
01
Artificial intelligence
McKinsey predicted that by 2024, more than half of our everyday tasks would run through a conversation with AI. In a car, AI becomes the driver’s second pair of eyes: in the EQS, 350 sensors track the road, the light, the cabin air and even where the driver is looking — and the passenger display dims if the driver glances at it too long. In the film, a stream of data gathers into a tunnel of particles and converges into the Mercedes star.
02
Personalization
71% of customers expect brands to treat them personally, and 76% are let down when they don’t. In the EQS, you feel it in the details: massage seats with dozens of settings, favorite apps that surface on the Hyperscreen on their own, and a range of up to 705 km (438 miles) — farther than Moscow to St. Petersburg. In the film, hard geometry melts into soft chrome, like a cabin tuned to a single person.
03
Electric mobility
In 2020, global EV sales grew by 43% while demand for gas and diesel cars fell. For the EQS, it’s about more than the electric drive: cable ducts made from recycled plastic, flooring made from recycled yarn, and navigation that plans the route around charging stops and traffic on its own. In the film, a glowing grid of energy races down a tunnel and folds into the outline of the star.