Mercedes Benz EQ

In collaboration with askJEFF and Mercedes-Benz, I had the opportunity to take a road trip across Switzerland — not in a conventional car, mind you, but in the future of driving: electric vehicles. My mission? To photograph the pioneers of electric mobility — people who were already embracing the quiet hum of electric driving and were eager to share their experiences with interested customers. These weren’t just any customers, though. They were looking to make their own "match" — with a Mercedes-Benz EV — via a website that was remarkably similar to Tinder.

These electric pioneers weren’t just driving the latest Mercedes-Benz models, they were actively engaging in a matchmaking process. They shared their personal stories about the cars, answered questions, and, with every word, helped interested customers realize just how seamlessly an electric vehicle could fit into their lives. Think of it as less of a car sale, more of a modern-day “meet cute” — minus the coffee shop and with way more horsepower.

As a photographer, my job was to capture these connections. It wasn’t just about taking typical portraits; I had to snap the essence of the moment — the spark (pun intended) of excitement in these conversations. The images had to reflect not only the innovative technology of the cars but also the personal, human element of these electrifying interactions. The pioneers were the true stars — smiling, speaking passionately about their electric journeys, while the customers were just waiting for that “Aha!” moment when they realized they were in the right place, with the right match.

Travelling from one Swiss city to the next, I captured portraits of these modern-day environmental matchmakers in action. Whether in a chic Zurich café or on a scenic mountain road, the goal was to frame their passion for sustainability and clean energy in a way that felt both fresh and inviting.

In the end, we didn’t just create beautiful portraits of people and cars — we were part of a campaign that was building a more sustainable future, one “match” at a time. And while I didn’t end up swiping left or right, I did end up with a whole lot of compelling images — and a newfound appreciation for the electric future we’re all driving toward. (No swiping required!)

I am not a match because I am driving electric since 2013. Enough to confirm it is working just fine?