Mercedes
GLC Relaunch
Mercedes came to Tendril via Merkley+Partners NYC, to craft a captivating film for the relaunch of their Mercedes GLC. In collaboration with Shane Griffin, we provided a seamlessly integrated live action and CGI solution, focusing on some of the GLC's new features and emphasizing organic growth and rebirth.
In a nod to evolution and the big bang, our story begins with a pulsing spherical mashup of the GLC's primordial elements. As the energy contained in these element explode outwards, we watch the rebirth of the GLC as it grows organically, highlighting the key features, and culminating in the incredible new Mercedes GLC.
Storyboards
Our goal was to tell a metaphorical origin story, while also making it clear that we were building a Mercedes. In the body of the story, we needed to highlight 4 important design features, the headlights, luxury interior, waterfall screen, and give a nod to the transparent hood technology. For the climax, we explored the Mercedes design language and showed the renewed GLC in all its glory.
Primordial Soup
We wanted to create a representation of all the elements of the GLC mashed together before the "Big Bang" and devise a way to quickly spawn and begin growing the car from this primordial soup. It needed to feel tactile, but also be bursting with energy.
Headlights
Though headlight technology seems simple enough in concept, the headlights of the GLC have very intricate detailing that are both functional and distinctively Mercedes.
Waterfall Screen
Fun with liquid crystal screen formation.
Luxury Interior
We spent a lot of time matching premium lighting and the soft, durable luxury of the leather interior.
Mercedes GLC
We shot our GLC on location in Los Angeles and on a VP stage and then the 3D team replicated the look for our CGI car shots.
Process + R&D
BTS
It was really exciting to shoot the GLC both on location and the VP stage. We designed and prepped the environment in unreal, and then added the sky from the shoot and even played with some cool textured light projections. (And of course we wrapped the shoot with some epic Karaoke).
Client: Mercedes Benz USA
General Manager, Head of Brand Marketing: Monique Harrison
Department Manager, Head of Brand Communications - Marketing: Grace Bowes
Marketing Creative & Production Supervisor: Matt Myles
Marketing Production Specialist: Kendyl Bogdan
General Manager, Head of Brand Marketing: Monique Harrison
Department Manager, Head of Brand Communications - Marketing: Grace Bowes
Marketing Creative & Production Supervisor: Matt Myles
Marketing Production Specialist: Kendyl Bogdan
Agency: Merkley + Partners
CEO / Partner Alex Gellert
CCO / Partner Andy Hirsch
EVP / Group Creative Director Chris Landi
Group Creative Director Kirk Mosel
Group Creative Director Drummond Berman
Creative Director Greg Wells
Senior Art Director Julia Endow
Senior Copywriter Erin Moore
Director Broadcast Production Gary Grossman
Executive Producer Alex Kobak
Director of Business Affairs Pam Carden
Chief Client Officer Cynthia Davis
Group Account Director Francesco Deluca
Account Director Julia Breckwoldt
Account Executive Rebecca Wright
Production Company: Tendril
Creative Director Patrick Coffey
Director Shane Griffin
Executive Producer: Ivelle Jargalyn
Producer: Jelena Sibalija
Production Coordinator: Cody McFarland
Tech Lead: Tyrel Scott
Animation Lead: Will Sharkey
3D Design: Arnis Vitols, Bureau Klaus Alman, Benjamin Luthold, Christian Hecht, Danil Krivoruchko, Rafael Eifler
UI Design: Rafael Cezar
Storyboard: Iain Car
Asset / Model Prep: Bureau Klaus Alman, Tyrel Scott, Flavio Dinis,
Animation: Arnis Vitols, Bureau Klaus Alman, Benjamin Luthold, Christian Hecht, Tyrel Scott, Marcelo Souza, Will Sharkey
Light / Render: Arnis Vitols, Brad Husband, Bureau Klaus Alman, Christian Hecht, Marcelo Souza, Tyrel Scott, Yeseong Kim
Comp: Astrid Cardenas, Brad Husband, Corey Larson
Sound by Cypher : Music Composition by Joris van Grunsven, Creative Direction, Sound Design & Mix by John Black
Live Action Production Company: New Friend Content
Live Action Producer: Trevor Allen
Production Supervisor: Marcella Taylor
Assisant Production: Supervisor Quinn McLean
Director of Photography: Paul Theodoroff
Camera Car Driver: Jason Tubbs
Camera Car Crane Op: John Betancourt
Gaffer: Kazmo Kida
Key Grip: David Levitch
Live Action Producer: Trevor Allen
Production Supervisor: Marcella Taylor
Assisant Production: Supervisor Quinn McLean
Director of Photography: Paul Theodoroff
Camera Car Driver: Jason Tubbs
Camera Car Crane Op: John Betancourt
Gaffer: Kazmo Kida
Key Grip: David Levitch
Editorial: Outsider Editorial
Editor: Chris Murphy
Executive Producer: Kristina Anzlinger
Sr. Producer: Kayan Choi
Assistant Editor: Nathan Olszewicki
Colour Studio: Studio Feather
Colourist: Ana Escorse
Colour Assist: Ebi Agbeyegbe
Executive Producer: Chantelle Blagrove
