Mercedes’ new EQ fleet needed a visual language just as bold as its models for a launch during the iconic Masters Tournament. No one better suited than Cokau, the directorial team of Achille Coquerel—a former chief editor—and Thomas Kauffman—a former motion designer.
The brief: to portray the cars accelerating through naturalistic tunnels of long-exposure light. But shooting high-speed vehicles in long exposure on location was incompatible with the level of detail and high-fidelity premium feel that we were looking to achieve.
Our solution for the majority of the spots was to bring the EQ fleet to one of the most technologically advanced volume stages in the country. The environments were created in Unreal and displayed on the volume, to achieve a seamless atmospheric view. Road and wheel replacement was augmented in CG. Each shot was imbued with gravity-defying dynamism and fluidity, while a distinct palette of colored light helped differentiate the models while accentuating form and features of the cars.
Credits
AGENCY - MERKLEY + PARTNERS CEO, Alec Gellert; CCO, Chairman, Andy Hirsch; ECD, Chris Landi; ECD, Kirk Mosel; Group Creative Director, Drummond Berman; Creative Director, Greg Wells; Director of Broadcast Production, Alex Kobak; Director of Business Affairs, Pam Carden; Senior Producer, Scott Mushinskie
PRODUCTION COMPANY - CASEY Directors, Cokau; Executive Producer/ Managing Director, Patrick Casey; Producer, Lawrence T. Lewis; Head of Production, Caroline Klimerman; DOP, Chris Probst; Production Manager, Helen Urriola; 1st AD, Devaughn Hughson
EDITORIAL - ROAM Managing Director/Owner, Krystn Wagenberg; Executive Producer, Wendy Rosen, Editor, Michael Elliot; Sr Assistant Editor, David Bryen
VFX - ARTJAIL LA & NY MD/EP/Partner: John Skeffington; Head of Production NY & LA, Elizabeth Thuvanuti Keating; Senior Producer, Adriana Wong; Production Coordinator, Niabi Caldwell; Founder/Executive Creative Director, Steve Mottershead; VFX Supervisor/2D Lead, Christoph Schröer; Head of 3D, Jackie Liao; Shoot Supervisors, Christoph Schröer, Jackie Liao; 2D Artists: Dirk Riesenfeld, Fred Kim, Eric Concepcion, Marco Baratto, Min Hwa Jung, Ting-Jung Hsu, Chris Russo, Adam Schwartz; 3D Artists: Anthony Thomas, Weichieh Yu, Sandor Toledo, Jonathan Li, Ryan Taylor, Patrick Manning, George Arnold Concept Design: Bryant Grizzle Senior Data Tech: Shawn Schminke Data Tech: Chenelle Damas
COLOR - COMPANY 3 Color Producer, Shannen Troupe; Colorist, Sofie Borup
Creative Growth, the first organization dedicated to supporting artists with developmental disabilities, has teamed up with creative marketing company, John McNeil Studio to unveil its new brand. Representing 50 years of elevating the work of artists with disabilities within the arts community, Creative Growth’s new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the ‘undeniable voice of art.’
Creative Growth’s evolved brand is at the forefront of a shift towards art that stands for the inherent reveal — the power of artistic expression to bring understanding and connection to us all. The brand’s new expression includes unobtrusive color and design choices that purposely don’t compete with the voice of the artist and instead, serve as a container for the art to have a voice of its own.
Executive Creative Director, Gerald Lewis of John McNeil Studio explains “We needed to create a powerful, distinctive voice for the brand. But, it couldn’t compete with the voice of the artists because in the end, the art has to speak. It had to be simple, honest and genuine, in line with the mission of Creative Growth. Artists will spend 30 years making work, honing their craft and following their voice inside this space. We wanted to celebrate that. So, while the mark, the brand, is simple and honest, it’s also expansive and energetic.”
Kicking off the new brand campaign is a short film capturing the voice of artist William Scott as he walks through downtown Oakland and enters... Read More
