Where childhood dreams meet high-end design! A touch of nostalgia, bold color, and boundless imagination: with ‘Play Beyond Limits’, Mercedes-Benz and Hot Wheels open a new chapter in their Class of Creators series – transforming the new Mercedes-Benz CLA into a larger-than-life Hot Wheels art piece.
The campaign - shot by the ROOYTWINS - is a visual rush of light, movement, and emotion. The creative duo, known for their cinematic, color-driven imagery, merge nostalgia, luxury, and street culture into a powerful visual universe. Their work celebrates the unrestrained playfulness of childhood – and reminds us that we should never stop dreaming.
What usually rolls across children’s floors in 1:64 scale has here been brought to life in full size: a one-of-a-kind Mercedes-Benz CLA Hot Wheels Art Car, unveiled at the Hot Wheels Legends Tour in Los Angeles. With exaggerated proportions, oversized diffusers, and flame-painted details in vibrant orange, pink, and blue, the car channels the wild imagination of the 1980s — a fusion of retro-futurism, pop culture, and Mercedes-Benz design DNA.
“Hot Wheels is known for its iconic look, realistic details and wildly creative designs. That same creative DNA is apparent in the way Hot Wheels brought the unique Mercedes-Benz CLA art piece to life. It transforms the new CLA into a fantasy super sports car in classic Hot Wheels style – uniting the iconic luxury design of a Mercedes-Benz with the elements of classic toy cars: exaggerated diffusers, huge spoilers and striking features. This interplay makes the unique CLA creation a tribute to the boundless imagination of childhood, when cars were not just a means of transport but also an invitation to dream.” — Mercedes-Benz
‘Play Beyond Limits’ is part of the Mercedes-Benz Class of Creators initiative, which brings together exceptional talents from music, fashion, design, and art. Previous collaborations have included Ice Spice, Gustaf Westman, KidSuper, Moncler, and soon League of Legends. For the first time, Mercedes-Benz has given its creative collaborators complete freedom to reinterpret individuality and aesthetics on one of its models.
More exciting projects by Casper & Sebastiaan van Rooy, or direct inquiries via SEVERIN WENDELER.
