• by Tameka Kee , March 17, 2008

When Mercedes-Benz USA (MBUSA) signed on as the title sponsor of IMG's New York, Los Angeles and Miami Fashion Weeks, it was the first time the three properties had been united under one brand. And Omnicom's Critical Mass set out to create a microsite that reflected the luxury automaker's commitment to design and style, not just vehicle performance.

"Mercedes-Benz isn't just the world's top automotive brand, but one of the world's great fashion brands as well," said Steve Susi, creative director at Critical Mass. Susi said that the firm had been focused on creating a Web experience that helped redefine the notion of what the Mercedes-Benz brand stood for.

The redesigned, Flash-based MBUSA.com/lifestyle got its first run in March, during Mercedes-Benz Fashion Week 2008 in Los Angeles. Critical Mass aimed to deliver an "insider" feel, complete with photo galleries, interviews with designers and behind-the-scenes videos. In addition to spotlighting breakout Ukrainian designer Veronika Jeanvie's first U.S. runway show, the site also paid tribute to Mercedes-Benz' new 2009 SL-Class Roadster.

Critical Mass partnered with Davis Factor, fashion photographer and Chief Creative Officer of Smashbox Cosmetics, to develop the microsite's theme, dubbed "Reflections," which combined light and reflective surfaces with static photos of Mercedes-Benz vehicles and models on the runway to create "seductive shapes" and "glamour."

"Mercedes and I have had a strong relationship for years, and when I started working with Critical Mass on the visual motif for Mercedes-Benz Fashion Week last year, a lot of things just clicked," Factor said. "It's some of the best work I've ever done, and Critical Mass and MBUSA gave me the latitude to explore and take the imagery to new heights."

In fact, MBUSA was so impressed by the "Reflections" motif that the automaker integrated it into related direct-response campaign materials, print ads and even the Mercedes-Benz Star Lounge area at the show. "The Critical Mass team has helped articulate our objectives and reinforce our branding efforts for Mercedes-Benz Fashion Week across every medium, not just the Web," said MBUSA spokesperson Lisa Holliday.