"My personal favourite is ‘Start a family’ because it’s not the typical, perfect family story. It’s messy, it’s complicated, it’s real. While shooting the argument scene in the desert... we all had the same smile on our faces: “Yes, that’s exactly like it is in real life.”
We were honoured to work with CD Veit Moeller and young photographer Alice Moitié on the stills to accompany each movie - printing and re-scanning, adding grain to create a strong analogue film look, with CGI elements helping with the practical aspects of a worldwide campaign.
The campaign's media locations are as bold and eyecatching as the rest of the execution, with colossal end-of-wall murals featuring single shots montages from the campaign, and big bold statement cubes in high traffic areas.
The film:
The shots accompany these short films directed by Gustav Johansson and produced by Iconoclast.
"Our competition isn’t ads, they’re real films, real TV shows. Stealing four minutes from the time people would be watching their favourite show on Netflix is a tall order, so we tried to be honest with ourselves with what people might actually be interested in." - Veit Moller, Creative Director (LBB editorial interview)
The shots accompany these short films directed by Gustav Johansson and produced by Iconoclast.
"Our competition isn’t ads, they’re real films, real TV shows. Stealing four minutes from the time people would be watching their favourite show on Netflix is a tall order, so we tried to be honest with ourselves with what people might actually be interested in." - Veit Moller, Creative Director (LBB editorial interview)
• A-Class. Grow up. Spend time with family.
• B-Class: Grow up: Be a good parent
• CLA Coupé: Grow up. Get a job.
• CLA Shooting Brake: Grow up. Settle Down
• GLA: Grow up. Start a family. (this page)
More about the campaign on our sites
• The campaign as billboards, murals and digital media on our blog madlove.net here
• B-Class: Grow up: Be a good parent
• CLA Coupé: Grow up. Get a job.
• CLA Shooting Brake: Grow up. Settle Down
• GLA: Grow up. Start a family. (this page)
More about the campaign on our sites
• The campaign as billboards, murals and digital media on our blog madlove.net here
Credits
Client: Mercedes Benz
Agency: Antoni
Creative Director: Veit Moeller
Photographer: Alice Moitié
Post Artists:
Agency: Antoni
Creative Director: Veit Moeller
Photographer: Alice Moitié
Post Artists:
Jonas Braukmann, June Lee, Stephanie O'Connor / Recom Berlin
Thomas Saalfrank, Julia Ackermann, Daniel Mattes/ Marion Trenkel / Recom Stuttgart
Pêpe Alram, Kate Brown / Recom Farmhouse
Pêpe Alram, Kate Brown / Recom Farmhouse
CGI Artists:
Sebastian Schierwater / Recom Berlin
Kristian Turner, Anna Toporova / Recom Farmhouse
Art Buyers: Emanuel Mugrauer, Valerie Opitz, Marjorie Jorrot
Production: Iconoclast Germany
Sebastian Schierwater / Recom Berlin
Kristian Turner, Anna Toporova / Recom Farmhouse
Art Buyers: Emanuel Mugrauer, Valerie Opitz, Marjorie Jorrot
Production: Iconoclast Germany
See our selection of the campaign images on recomfarmhouse.com
Recom Farmhouse is on Instagram, Facebook and Twitter!
More work at recomfarmhouse.com and our blog madlove.net.
Recom Farmhouse is on Instagram, Facebook and Twitter!
More work at recomfarmhouse.com and our blog madlove.net.
