CLA STORY
Directed by You
MERCEDES-BENZ
As part of a wider brand sharpening exercise, Mercedes-Benz wanted to lower the perceived driving age from 47 to 35 by 2020. We created #CLAstory to engage Mercedes-Benz social community and demonstrates Mercedes-Benz as an industry leader in modern social communications by handing over control of a luxury brand to consumers.
#CLAstory is an open-sourced Instagram and YouTube campaign aimed at supporting the best and brightest fledgling filmmakers. Three Instagrammers – Jiri Siftar (@jeera 252k followers), Alan Brutenic (@alinsko 80k followers) and Allan Edward Hinton (@chaiwalla 168k followers) – were given a day to create a scene each featuring actor, comedy writer, producer and presenter, James Corden. Their scenes provide a basic framework forming the beginning, middle and end of a storyboard.
We created a teaser video and content for social explaining the opportunity to direct James Corden for Mercedes-Benz.
Studio: Leo Burnett Holler / Creative Direction: Chomoi Picho-Owiny
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Chomoi Picho-Owiny
Creative Direction
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There is only one word for Chomoi. PHENOMENAL. A dream to work with.
Lucy Witts
A passionate and articulate creative director. He was a great inspiration to the team.
Mandy Chan
A highly skilled and passionate creative director. A valuable mentor for me.
Fernando Lobina
Chomoi is a true inspiration. I will take so much away from working alongside someone with such an abundance of experience.
Amber Howe
An inspiring mentor, and I'd jump at the chance to work with him again.
Eleanor Nugent
Insightful, passionate and a genuine creative talent
Maggie Lonergan
A rare breed of Creative Director.
Hitesh Supeda
He's simply an inspiring professional and a great leader. He always strives to reach creativity excellence with a smile on.
Sara Simoncini
Extremely consultative and collaborative, his ideas were visionary and out of the box.
Pawan Udernani
Highly conceptual and always hands on, Chomoi has been a storm of inspiration in every project I've worked with him.
Daisoo Lee
Chomoi has the ability to come up with original innovative ideas quicker than any other creative director I have worked with.
Shailesh Sreedharan
© Chomoi Picho-Owiny 2025