Creative Concept · Digital Experience · Campaign
Team — Jung von Matt Hamburg
Role — Creative intern

What if your Instagram could tell you how untamed you are?

For the launch of the Mercedes-Benz CLA, the team explored ways to bring the car's adventurous and unconventional character to life beyond traditional advertising.

The idea was to make the audience part of the campaign.

Instead of simply telling people that the CLA was “untamed”, we asked them to find out for themselves.

The idea

CLA Untamed turned people's Instagram feeds into the raw material for a physical photography exhibition in Paris.

Visitors connected their Instagram account and an algorithm analysed images from their feed, generating an Untamed Score based on how adventurous and unconventional their photographs were.

The audience didn't just experience the campaign.

They became part of it.

From social feed to physical experience

The idea connected three very different spaces:

Instagram → Algorithm → Exhibition

Personal photographs became part of a larger visual experience, creating a playful interaction between the digital and physical worlds.

The technology wasn't there simply to demonstrate what was possible.

It gave people a reason to participate — and made the campaign personal.

My contribution

I worked on the project as a Creative Intern, contributing to the creative development and concept work alongside the wider creative team.

Being part of a project like this early in my career gave me the opportunity to work with a campaign where technology, culture and creative thinking came together.

It also reinforced something I've carried into my work ever since:

The strongest ideas give people a reason to participate.

The takeaway

CLA Untamed showed me the power of turning an audience from a passive viewer into an active part of the idea.

Rather than simply communicating what a brand stands for, we created an experience that allowed people to discover it — through something that was already their own.