Smart Fortwo Digital Experience
For the launch of the Smart Fortwo, the challenge was to present an ultra-compact car in a way that felt desirable rather than purely functional. The strategy focused on progressive discovery, turning product exploration into a guided experience rather than a specification-driven browse. The digital platform revealed the car step by step, highlighting customization options and design features while maintaining a sense of simplicity true to Smart’s urban philosophy. The visual language drew from the car’s geometric lines, translating them into a minimalist and angular interface that echoed the product itself. Designed as a responsive experience, the project supported Smart’s positioning as a clever and design-conscious urban mobility brand. As Art Director, I helped shape the creative direction and visual system of the platform.
Client
Smart · Daimler AG
Agency
CLM BBDO
Role
Art Director · Digital Designer
Category
Digital
