Mercedes Benz Vision V Reveal Montreal

The Vision V concept premiere marked one of Mercedes-Benz’s most ambitious launches in North America — a grand, full-day event held at MELS Studio L, the only LED studio on the continent with a 10,000 sq ft volume.

This role encompassed the end-to-end realization of the creative concept, beginning with sourcing and securing the appropriate venue to support the immersive LED-driven environment. Responsibilities included overseeing décor fabrication, furniture sourcing and rental, and the integration of physical design elements within the virtual setting.

The concept was designed as an immersive black-carpet experience unfolding in two distinct acts: a daytime program dedicated to media and influencers, followed by an evening cocktail reception for an exclusive guest list. Each segment was crafted to reveal the Vision V narrative through atmosphere, pacing, and precision.

Production leadership extended across every layer of the experience — including audiovisual integration, content coordination with the Mercedes-Benz team and studio engineers, entertainment booking and DJ programming, catering curation, and live show direction — ensuring a cohesive and technically seamless execution.

The result was a seamless synthesis of real and virtual worlds: an architectural-scale reveal that reflected the Vision V’s innovation, elegance, and forward-thinking identity.