The Monolith

A 90 second film with 25 hours of hidden content.

THE STORY

Mercedes-Benz needed to recover its iconic status in France with a younger target and highlight the sporty design of its new car models. It created "Monolith" — an interactive experience that explores the real-world sensations that shaped and influenced the Mercedes-Benz designers. At the core of the integrated campaign was a sleek, high-energy 90 second film. Through an immersive experience on YouTube, the user can unlock more than 25 hours of additional content on demand. It's a film-within-a-film that invites the world to explore the sensations that gave birth to a completely new kind of car.

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Creating a platform to deliver more than 25 hours of on-demand content proved to be a huge technical challenge. We wanted the digital "chapters" within the film to be as fluid as the film itself, without any buffering or interruption to the user's emotional experience. In the end, the technology and the idea informed one another, resulting in two modifications of the actual YouTube video player.

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