Nicki Minaj for Mercedes with Tom Craig

•

Mercedes-Benz commissioned acclaimed documentary and fashion photographer Tom Craig to work with a strong cast including superstar and TIDAL shareholder Nicki Minaj for the launch of the new A-Class.

In order to incorporate CGI cars and interiors seamlessly into Tom's distinctive and natural style, we provided on location support. giving him the freedom to work as he usually does, whilst ensuring that we had all the materials and references needed for post-production. This allowed Tom to focus on his dynamic handheld approach, capturing the natural flow of people's movement so that their characters shine through in the shots.

Once the shoot was complete, Recom added the cars and car interiors in CGI, and then perfected the sleek and stylish shots in retouching.

The campaign from Antoni centres on how the new model adapts to you, with features such as voice-control, customisable interior, exclusive playlists via their continuing partnership with TIDAL and unlocking via smartphone.
360° media combined the teaser and pre-launch phase with a TV commercial, a series of social videos, and imagery for social media and the Mercedes site, all around the concept of "Just Like You".

Client: Mercedes-Benz

Photographer: Tom Craig
Post Artists: Jonas Braukmann, Stephanie O`Connor
CGI Artists: Richard Jenkinson, Sebastian Schierwater

Agency: antoni
Managing Director: Sven Dörrenbächer, Matthias Schmidt, Jörg Schultheis
Executive Creative Director:: Tilman Gossner, Veit Moeller
Creative Director: Alice Bottaro
Art Director: Yann Fischels, Daniel Righi, Sebastian Sattler
Copywriter: Erick Barrios, André Santa Cruz
Digital: Ron Engelbert, Juliane Krause-Akelbein
Product Content & CRM: Sven Rumpf
Art Buying: Marjorie Jorrot
Client Service Director: Wiebke Hellerung, Arne Cornelsen
Account Director (ATL): Sophie Hansen
Account Director (Product Content): Franziska Köhler
Account Manager (CRM): Jari Heistermann
Jr. Account Manager (ATL): Yvonne Mielke

Production: Tempo Media