The project reimagines the evolution of an iconic vehicle not as a traditional product communication, but as a conceptual film — a narrative exercise that investigates how identity, technology, and imagination can converge to define the future of luxury mobility.

Set within a primordial, otherworldly landscape, the film portrays the G-Class Electric as a symbol rather than an object. Matter, light, and energy become narrative elements, reflecting the transition from mechanical force to silent electric power. The environment itself responds to this transformation, reinforcing the idea that innovation reshapes not only products, but the worlds they inhabit.

At its core, the project is an exploration of speculative advertising: a methodology that allows brands to test visual languages, storytelling directions, and cultural positioning beyond immediate commercial constraints. For LAB81, speculative work functions as a creative research tool — a space where future-facing ideas can be developed, challenged, and refined.

The concept and creative development were led by LAB81, while the entire production process was powered by generative AI technologies, spanning image creation, video generation, sound design, and voice synthesis. AI was used not as a replacement for creative direction, but as an extension of it — enabling new forms of cinematic expression while maintaining human-driven vision and intent.

G-Class Electric — Beyond Origin stands as an example of how artificial intelligence can support contemporary creative workflows, expanding the boundaries of advertising, design, and visual storytelling.

This project is a speculative, non-commercial concept created independently by LAB81. Mercedes-Benz is not affiliated with or involved in this work.