Blending an established coffee house and even more established car brand with a push to a new series, was no easy task. In getting to know Todd Carmichael, I wanted to understand what his days looked like, because he managed to be everywhere with only 24 hours in the day.

So, I wanted to showcase that it was a symbiotic relationship - Todd couldn’t run his business without an equal parts form and function vehicle, and Mercedes got excellent promotion across all our channels. We also wanted to highlight Philadelphia as Todd’s home-base, since he was always on the road.

Clients (Mercedes) were happy, Todd was happy, the “Dangerous Grounds” show-runner was happy, and I got a first try of La Colombe’s canned prototype coffee.