Chris Noltekuhlmann

Mercedes-Benz VLE Launch Campaign
featuring Roger Federer

For the launch of the all-new electric Mercedes-Benz VLE, I photographed a campaign centered around a new definition of modern luxury — quiet, effortless, and deeply human. At the heart of the project is Roger Federer, whose presence reflects the vehicle’s core values of precision, calm confidence, and timeless elegance, shifting the focus away from overt performance toward a more subtle sense of movement — traveling with ease, space, and clarity. The production followed a hybrid approach: Federer was captured in a fully controlled LED studio environment, allowing for precise, cinematic lighting, while real-world environments were photographed on location using a stand-in vehicle to build authentic spatial references. The final vehicle was then developed in CGI and seamlessly integrated in postproduction, merging physical and digital elements into a cohesive visual language. In parallel, we created a series of expansive, scenic moments to highlight the exceptional range of the vehicle — placing it within vast, cinematic landscapes that emphasize distance, freedom, and the feeling of effortless long-range travel. This workflow combined the control of the studio with the realism of natural settings, resulting in imagery that feels both elevated and grounded.