MERCEDES-BENZ

To launch their All-New 2021 GLA-Class, Mercedes-Benz USA & Razorfish came to Taylor James for creative production solutions. With a mix of full CGI, advanced VFX integration and live action, our end result is eye-catching and bold. Our approach brought the wow -- allowing us to deliver a launch film that gives the GLA the perfect platform to 'Make an Entrance.'

PRE PRODUCTION ︱storyboard

This spot describes the All-New 2021 GLA-Class as a brilliant new design that allows you to enter a bigger world. We developed an approach that carries elements from this concept and makes use of available assets. We loved the idea of transforming surroundings as the hero car zips through; we weaved this idea throughout the film, with each vignette calling out key features of the bold new 2021 GLA-Class.

PRE-PRODUCTION | PATTERN REFERENCES

PRE-PRODUCTION ︱ style frame

APARTMENT

Our opening scene establishes the film's design language. In the living room of a young professional's apartment, we introduce the audience to a personality that lives and breathes art. As the room animates and shifts to become more comfortable and luxurious, we grab attention straight away.

DAYTIME

We focused on angles and camera moves that highlight and accentuate the sporty styling of the new 2021 GLA. For the exterior shots, we utilized existing GLA running footage as a foundation to build our world from. The background was augmented, with a mix of CGI and VFX techniques. The world around the car transforms to show the exciting new life that the GLA creates. Buildings transform from boring grey to vibrant, animated colors. Different shots showcase a variety of murals that shift as the car travels throughout the city.

This allowed us to focus our time and budget on animating the environments to grow and change shape, and adding colorful designs.

NIGHTTIME: GLA

As day turns to night, the city lights up. We utilized more existing footage, this time from the 2019 A-Class Video Brochure, and used CGI to replace parts of the car and create the vibrant city scene. Neon signs and billboards shift and follow the GLA as it cruises.

PRE-PRODUCTION | ANIMATIC

We worked with CAD data to animate missing shots, which gave us an understanding of the film's timing and composition. After aligning with the Mercedes-Benz team, we finessed the details of each movement, like adding small vibrations, and roll to the car while it turns corners.

PRE-PRODUCTION ︱ previs ︱CGI / VFX

The animation phase was ongoing -- we worked continuously to develop photoreal materials and lighting of the GLA, and then applied this look to individual shots.