Created entirely in CG, this piece celebrates the design and performance of Mercedes-Benz X-Class, a premium pick-up truck coming to the marketplace in 2018, as it travels with power and elegance through the elements, mastering all kinds of terrain. The spot is the centerpiece of the “First of A New Kind” campaign created by German agency Lukas Lindemann Rosinski and directed by Ole Peters of Sehsucht, Hamburg. Visual effects were headed by Daniel Jahnel, Sehsucht’s VFX supervisor and head of 3D.
As the Mercedes-Benz X-Class will launch next year, the classic rules for car commercials had to be thrown out the window for this campaign. Director Peters used highly advanced technology and epic cinematography to capture the spirit of the car without revealing too much and creating a beautiful film.
Sehsucht director Peters said, “It’s always fun to create a visually epic scenery from scratch. As well as building these various environments, we designed transition effects that could lead from one scene to the next in a smooth and visually interesting way. To do so, we continuously developed and improved our CG pipeline to ensure we were delivering the best simulation, creature and environment work possible.”
CreditsClient Mercedes-Benz Vans Agency Lukas Lindemann Rosinski Arno Lindemann, executive creative director; Tobias Feige, creative director, copy; Dennis Mensching, head of design. Production Sehsucht, Hamburg Ole Peters, direction; Stephan Reinsch, Jan Tiller, producing; Julius Brockelmann, art director; Malte Romainczyk, storyboard; Arthur Jagodda, Joern Fallendorf, editing. Postproduction/VFX Sehsucht, Hamburg, Germany Ole Peters, direction; Daniel Jahnel, VFX supervisor/CG lead; Timo von Wittken, Heinrich Loewe, Sebastian Welti, Jannes Kreyenberg, Thure Koch, Philipp von Preuschen, Frank Spalteholz, Sebastian Kowalski, Stefan Galleithner, Martin Matzeder, Rafael Vicente, Fabian Schaper, Francesco Di Luisi, CG artists; Florian Zachau, compositing lead; Jona Maluck, Alexander von der Lippe, compositing artists; Steven Cormann, DMP; Xavi Santolaya, color grading. (Toolbox: Softimage, Maya, ZBrush, Mari, Substance Painter, Arnold. Rdshift, Houdini, Nuke, Davinci Resolve) Music & Sound Effects 2WEI Music Simon Heeger, Christian Vorlander.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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