MERCEDES-BENZ C-CLASS – NEVER STOP IMPROVING
| Title | MERCEDES-BENZ C-CLASS – NEVER STOP IMPROVING |
| Brand | MERCEDES-BENZ |
| Product/Service | MERCEDES-BENZ C-CLASS |
| Category |
A04. Production Design / Art Direction |
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Entrant
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ANTONI Berlin, GERMANY
|
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Idea Creation
|
ANTONI Berlin, GERMANY
|
Credits
| Marcell Francke |
antoni Garage |
Executive Creative Director |
| Lucas Schneider |
antoni Garage |
Creative Director |
| David Kauder |
antoni Garage |
Creative Director |
| We are from LA |
We are from LA |
Director |
| Adolpho Veloso |
Adolpho Veloso |
DoP |
| Bernd Wondollek |
Bernd Wondollek |
DoP |
| Matthias Schmidt |
antoni Garage |
Chief Creative Officer |
Tell the jury about the production design/art direction.
The main task of our art direction team was finding the perfect athletic locations that would provide the ideal visual counterpart to the driving scenes, while still feeling raw, rough and fresh. In addition, the team spent a lot of time designing clothes with logo patterns, even logo shaped haircuts, and of course, the highlight of this spot: a circular and logo shaped basketball court in Lisbon. Brought to life by the Grammy award-winning French director’s duo We are from LA, with production design by the team at Iconoclast.
Write a short summary of what happens in the film
This film shows that true greatness often begins the moment you think you're done. It's this idea that athletes and the new C-Class have in common: they never stop improving. No matter if it's their technique, speed, endurance, reactions, movements or presence. The basic idea of this film is to illustrate this parallel with clear comparisons. Match cuts and visual transitions increase in speed until a well-deserved break, then everything starts all over again. The film follows the Mercedes-Benz brand ambassadors Roger Federer and African sprint star Akani Simbine in unusual training scenarios. In addition, it features athletes from the high-performance and lifestyle sports golf, baseball, basketball, swimming, and dancing. It was brought to life by the Grammy award-winning French director's duo We are from LA in typical bright and colourful style.