PROJECT SMNR
Introducing the first-ever, all-virtual LoL themed showcar
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OVERVIEW
I partnered with the Mercedes-Benz design team to co-create Project SMNR, the first-ever all-virtual Mercedes-Benz showcar, inspired by the global League of Legends Esports community. I brought the world of League Esports into the design process, providing creative direction, cultural insight, and feedback that helped shape a vehicle that could authentically bridge Mercedes-Benz and gaming.
Creative Direction
Art Direction
DESIGN WITHOUT LIMITS
Project SMNR was conceived without the constraints of a physical vehicle. Free from traditional materials, manufacturing, and even physics, we explored what a Mercedes-Benz could become when designed entirely for a virtual world.
DEBUTING AT WORLDS
Project SMNR made its global debut in STAR WALKIN’, the Worlds 2022 anthem featuring Lil Nas X, embedding the vehicle directly into one of League Esports’ biggest cultural moments. More than a product placement, it became part of the world itself, bringing together automotive design, gaming, music, and culture on a global stage.
CREDITS
Creative Director
Patrick Cho
Head of Esports Creative
Carrie Dunn
Art Director
Vince Than
Mercedes Benz
