Qué es un Sueño

When Dreams Drive the Story

Picture this: a warm winter night in Oaxaca. An Alebrije in rabbit form stares directly into the camera, its enchanted eyes challenging everything we think we know about reality. Is this a dream? Or is our everyday world just a glimpse through a much larger doorway?

When Coma Agency in Mexico City approached us about creating a marquee video for Mercedes-Benz, we knew we were stepping into something special. The luxury car brand was partnering with renowned artisans Jacobo and Maria Angeles to create a modified G-Wagon inspired by their fantastical folk art sculptures.

Embracing the Toná

Directors Jero Villar Uribe and Gabriel Munitz-Alessio dove deep into Jacobo and Maria's artistic world. These weren't just any artisans—they were instrumental in designing the Alebrije featured in Pixar's Coco. Their work carries a spiritual foundation rooted in the concept of the toná—the idea that we all have an animal spirit that guides and protects us.

We learned about Pedro Linares, the famous creator of the Alebrije, who crafted these creatures from papier-mâché after experiencing vivid dream visions. Dreams became our central theme: the bridge between our everyday world and the realm where these mystical creatures live.

The Perfect Metaphor

As we developed the concept, we realized that dreaming and driving a G-Wagon in the wilderness share an almost mystical similarity. In dreams, we're transported to exotic, even unforgiving landscapes while remaining in the comfort of our beds. The G-Wagon offers that same uncommon duality—the ability to traverse the most rugged terrain while cocooned in bed-like luxury. It's a contradiction that only Mercedes-Benz has truly mastered.

The Art of Yearning

Our key creative breakthrough was anthropomorphizing the G-Wagon itself. Instead of putting people in the car, we decided the vehicle would be our protagonist. The answer was yearning. We imagined the G-Wagon as a creature trapped in the city, dreaming of its true home in the wild desert of Oaxaca. Like the Alebrijes that inspired its design, this wasn't just a vehicle—it was a spirit longing for transformation, for the freedom to become what it was truly meant to be.

Transformation Through Dreams

The story became a journey of metamorphosis. We follow the G-Wagon as it transitions from its constrained urban existence into something more mystical and free. In the desert, surrounded by the same landscapes that inspired the Alebrije artisans, the car doesn't just drive—it dances, it explores, it comes alive.

This transformation mirrors both the artistic process and the unique Mercedes experience. Just as Jacobo and Maria take raw materials and breathe life into fantastical creatures, we watch the G-Wagon shed its purely mechanical nature and embrace something more soulful and wild—all while maintaining the comfort and refinement that defines the brand.

Where Art Meets Machine

By embracing the toná and the spiritual elements of Alebrije art, we created something that felt authentically connected to the craft and culture that inspired the car's design. The G-Wagon's yearning for the desert became a metaphor for that perfect duality Mercedes achieves—adventure without sacrifice, wildness without discomfort.

The final film captures that moment of transformation—when dreams become reality, when yearning becomes fulfillment, and when a machine reveals its soul.