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.
