A day-to-night launch campaign positioning the fully electric eSprinter as the dependable commercial EV built to keep businesses running “All Day,” adopted by Mercedes-Benz for global EV storytelling.

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Challenge

Convince skeptical business owners that an electric van can handle long, demanding operational hours without compromising productivity.

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Insight

Business owners aren’t anti-EV — they’re anti-downtime. An electric van only becomes viable when it can work from 9-to-5, and beyond.

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Idea

“All Day.” A narrative platform showing the eSprinter powering logistics business operations from sunrise to nightfall, reframing electrification as a smart, dependable business investment.

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Execution

I led the development of three concept routes and co-directed a dedicated film and photography shoot capturing real business scenarios in a seamless day-to-night arc. The modular assets were built for B2B performance and met global brand standards, enabling use across markets.

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Impact

Launched as Canada’s lead story for the new eSprinter, the campaign aligned the market with Mercedes-Benz’s global electrification push and contributed to the brand’s broader EV momentum, including a 50% global increase in electric van sales year-over-year. It strengthened awareness, supported early fleet consideration, and helped position the eSprinter as a dependable, business-ready EV.

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