- IDOCIA
Mercedes-Benz Star Madrid, LoRA Models and the New Mercedes-Benz CLA Electric
- By felipe
‘Where technology meets design… and meets Madrid.’
To mark the launch of the new Mercedes-Benz CLA Electric, Star Madrid, in collaboration with Oysters AI, developed a pioneering digital campaign crafted entirely using generative artificial intelligence. The campaign had a clear goal: to generate pre-orders during June 2025, ahead of the model’s arrival to the Spanish market in September.
This wasn’t just about raising awareness, it was about activating purchase intent immediately, positioning Star Madrid as a bold, forward-thinking dealership aligned with the needs of today’s electric vehicle (EV) consumer. At the same time, it reinforced Oysters as a creative partner at the forefront of the new era of AI-driven marketing.
A model that opens a new era.
The new Mercedes-Benz CLA Electric marks a major turning point in the brand’s global electrification strategy. It is the first vehicle built on the new Mercedes-Benz Modular Architecture (MMA), a platform engineered to maximize efficiency and range in next-generation EVs.
With an 800-volt architecture, an 85 kWh battery, and a range of up to 792 km (WLTP cycle), the new Mercedes-Benz CLA Electric also supports ultra-fast charging at up to 320 kW, allowing up to 300 km of range in just 10 minutes. More than just an electric car, it’s a statement of technological leadership.
Visual storytelling powered by LoRA: AI for true customization.
Oysters AI led the conceptualization, design, and production of the campaign using an AI-first approach designed to maximize local relevance without compromising on creative quality.
Through a custom-trained LoRA model (Low-Rank Adaptation) on the Flux platform, the team generated hyperrealistic synthography of the new Mercedes-Benz CLA Electric in recognizable Madrid settings, including accurate visual recreations of the Star Madrid dealership itself.
This approach not only ensured visual coherence with the brand’s identity but also added a layer of emotional proximity, reinforcing the idea that the future of mobility isn’t just coming, it’s already here, and you can experience it at Star Madrid.
From these visuals, the team produced a series of dynamic clips, culminating in a hero video combining aspirational storytelling with original music and lyrics crafted to echo the new Mercedes-Benz CLA’s cutting-edge positioning in the EV landscape.
Additional content was also created in short-form formats, optimized for high performance across social platforms, tailored to different audience segments, from tech-savvy early adopters to design and driving enthusiasts.
Technology driving the creative process.
The campaign was executed using a state-of-the-art generative AI stack, showing how it’s possible to maintain high-quality standards, streamline production timelines, and scale output, without sacrificing creativity or craft.
Tools used in the process:
ChatGPT 4.0 / Prompt design, storytelling, and lyrics generation
Flux + modelo LoRA / Custom training for context-aware image generation
Leonardo AI y Adobe Firefly / Texture refinement, lighting, and environment adaptation
Luma Ray 2 / Cinematic-quality motion content generation
Suno / Original music composition
Adobe Premiere / Voice and jingle synthesis
Generative AI and Its Evolving Role in Creative Advertising.
AI is no longer just a tool, it’s a new way of thinking about creative production. Instead of replacing, it amplifies what already exists. It allows brands to expand their image libraries with impeccable visual coherence, generating new visuals aligned with their graphic universe without the need for costly photo shoots.
In initiatives like the launch of the new Mercedes-Benz CLA Electric, the use of LoRA models demonstrates how high-quality, contextualized and personalized images can be generated to meet very specific needs: from the recreation of a dealership to tailored content for specific audiences and platforms.
What’s most interesting isn’t just what can be produced, but how this technology integrates with a brand’s visual identity and core values. That’s where the real competitive edge lies: campaigns that are faster, more relevant, and more precise, not only staying true to the original design, but extending it to new audiences, platforms, and formats.
Generative AI doesn’t replace creativity, it unleashes it.
It brings speed, versatility, and a new kind of narrative freedom that’s transforming the rules of the game. And in marketing, that’s pure gold.
When AI Meets Craft: The Art of Directing Image Generation.
At a time when artificial intelligence is revolutionizing visual creation, it’s surprising how many ads still show obvious flaws. Technology is advancing, yes, but the real leap in quality happens when critical thinking, creative direction, and craftsmanship are added to the process.
Because it’s not just about generating images, it’s about knowing why, how, and with what intention they’re being generated. What truly makes the difference is how the models are trained, how the conversation with the tool is guided to translate ideas into meaningful visuals, and how results are selected with aesthetic and narrative judgement.
The future of well-applied generative AI lies in this balance between automation and artistry, a fusion of technology and human vision that raises the creative standard and enables real connection with audiences.
At Oysters AI, we call this approach ‘crafting AI.’
The future doesn’t wait, it’s reserved.
With this campaign, Mercedes-Benz Star Madrid is not only introducing a new vehicle, it’s actively generating demand ahead of its arrival, positioning itself as a key player in the electric transition in Spain.
It’s proof that when artificial intelligence and commercial purpose align, the future can be accelerated. With 792 km of range and 800V ultra-fast charging, the new Mercedes-Benz CLA Electric is set to revolutionize the road.
So, what are you waiting for? Go see it.
If you’re interested in exploring the potential of LoRA models and how they can be applied to advertising across any industry, feel free to reach out at:
felipe@oysters-studio.com
I’d be happy to chat with you!
