“...viewers will relish the chance to crawl into the mind of Rakim, a little boy “who blazed his own trail to the top with nothing but a dream beat. A beat, tapped out by A$AP Rocky’s fists, doesn’t just set the ad’s rhythm; it creates a heartbeat against which massive mental stakes spool out, sometimes overwhelmingly." - Adweek (Ad of the day)
Antoni's "Grow Up" campaign is the most extensive content creation in the history of Mercedes-Benz, centred around short films featuring, respectively, the A-Class, B-Class, CLA Coupé, CLA Shooting Brake and GLA models.
See the CLA Coupé on mercedez-benz.com/growup with more film and images.
See the CLA Coupé on mercedez-benz.com/growup with more film and images.
For these stills to accompany the film, we worked closely with CD Veit Moeller and young photographer Alice Moitié - printing and re-scanning, adding grain to create a strongly analogue film look, with CGI elements helping with the practical aspects of a worldwide campaign.
Watch the film that the stills are centred on, produced by Iconoclast:
"We were honoured that he let us tell such a deeply personal and emotional story – it shows the tremendous amount of trust that we had in each other, and how natural the fit was from the start."
- Veit Moller, Creative Director (LBB editorial interview)
"We were honoured that he let us tell such a deeply personal and emotional story – it shows the tremendous amount of trust that we had in each other, and how natural the fit was from the start."
- Veit Moller, Creative Director (LBB editorial interview)
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.
Images of the campaign in situ on our blog here
Images of the campaign in situ on our blog 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.
