In a campaign that fuses luxury automotive design with the refined spirit of one of sport’s most iconic figures, Mercedes-Benz has launched The Art of Craftsmanship, a visually rich and emotionally layered film starring Roger Federer. Directed by the Parisian duo OG Kids and creatively led by Gustavo Sato, the campaign celebrates the German automaker’s MANUFAKTUR program — a bespoke personalisation service rooted in meticulous handcraft.
Shot on 35mm analog film by cinematographer Xiaolong Liu, the one-minute spot was unveiled by German production house LE BERG and presents a curated, almost sacred experience of Mercedes-Benz craftsmanship — through Federer’s lens.
Set inside an imagined craftsmanship museum, the film transforms car components into works of art. From finely stitched leather to sculptural steering wheels, every item is displayed with reverence. Federer, guiding the audience through this space, narrates with the calm precision that once defined his movements on court. “Our job is to be a translator of emotions,” say OG Kids. “Every film is a unique experience, and this one was special.”
The museum itself was built from scratch. “Everything was real — the leather wall, the oversized plates, even the placement of every object,” explains creative director Gustavo Sato. The museum was designed as a metaphor for Federer’s playground, where every detail speaks to elegance, control, and personalisation — the same ethos that drives MANUFAKTUR.
Music, composed by Andrea Lo, plays a crucial role. It’s elegant yet expansive, lifting the visual narrative with emotional depth. “We wanted something epic, something that evolves like the space itself,” OG Kids note.
Federer’s role was central not just in presence but in philosophy. The campaign doesn’t rely on stardom for effect — it draws a parallel between Federer’s exacting approach to tennis and the precision craftsmanship of Mercedes-Benz. His elegant yet controlled playing style mirrors the brand’s attention to texture, balance, and finish.
The creative team even visited Mercedes-Benz headquarters in Stuttgart, immersing themselves in the brand’s manual production processes. “Seeing how each element is handcrafted inspired us deeply,” OG Kids share. “It’s detail-driven work — just like Federer’s game.”
Despite a tight timeline, the team maintained a vision grounded in elegance and authenticity. “We wanted to capture an advanced personalisation experience through Roger’s eyes,” they add. “It was about celebrating excellence — on and off the court.”
The Art of Craftsmanship isn’t just an ad — it’s a tribute to discipline, design, and the shared pursuit of perfection. Whether it’s the feel of stitched leather or the grip of a tennis racket, the difference is always in the details.
