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Perfect timing! For the International Motor Show in Frankfurt, the recently founded agency ANTONI presents its first work for MERCEDES BENZ: Mercedes-Benz F 015 Luxury in Motion – an elaborately produced 12-page supplement which is included in large national daily newspapers as well as a making-of clip on the topic of autonomous driving. The research vehicle F015 Luxury in Motion was staged with handcrafted installations by artist Sarah Illenberger c/o EMEIS DEUBEL. With the self-driving luxury sedan, which was presented at the CES in Las Vegas at the beginning of the year, MERCEDES-BENZ is providing “a holistic outlook on the future of mobility”.
We had a great time with ANTONI Senior Art Director Damon Aval at this year's GoSeeAWARDS. It was amazing, and here is a brief introduction of the creative mastermind on GoSee..
After receiving his Bachelor of Arts (B.A.), Design and Visual Communication, he went into the advertising, first as Junior Art Director in the digital area at Scholz&Friends in Dusseldorf, then as Art Director at HEIMAT Berlin and Senior Art Director at Jung von Matt/Spree.
How did you end up as Senior AD at ANTONI, the new Mercedes lead agency? I wanted to do something new. Founding an agency from the ground up also means rethinking outdated processes. It's an opportunity to make the industry more interesting again, particularly for young creative people.
Have you ever worked with automotive budgets earlier in your career? What makes it so exciting for you? My first automotive client was Opel. Followed by Smart, Mini Cooper, and now Mercedes-Benz. What's so exciting? Mercedes-Benz.
After Mercedes pulled its budget from JVM and is now relying on a specially founded lead agency, expectations on all sides are of course high. How do you deal with the pressure? That's an interesting question. I don't feel any pressure. Only a challenge. But much more than that – I simply enjoy what I do !
You are also a teacher at the famous Miami Ad School. What do you teach? Conceptual Thinking. In my course, students learn the ingredients of a good idea, how to develop good ideas, and how to bring them to life.
And what message do you want to give your students? If you want to be perceived as authentic today, you have to communicate accordingly. Nowadays, it is important to develop ideas that make people learn something, entertain them and clearly give them some kind of added value. Ideas that: Educate. Entertain. Or are Useful.
18.09.2015 // show complete article