Mercedes-Benz Vans - "Perception"

Merkley+Partners

Merkley+Partners New York, United States

5285

Brand: Mercedes-Benz Vans
Country: United States

Advertiser: Mercedes-Benz Vans

Title	Perception
Agency	Merkley+Partners
Campaign	Mercedes-Benz 2017
Advertiser	Mercedes-Benz Vans
Brand	Mercedes-Benz Vans
Date of First Broadcast/Publication	2016 / 8
Business Sector	Cars
Tagline	The Best or Nothing
Philosophy	Native director Iain Mackenzie recently staged intricate on-set choreography for new Mercedes spot “Parting,” which features 17 different vehicles moving in sync. In the spot, the camera moves straight ahead through 8 rows of cars, each comprised of two Mercedes vehicles facing each other. As the camera approaches each row, the pairs split, achieving an overall “parting the seas” look that builds to reveal the new Mercedes CLA. For a greater sense of realism, Mackenzie opted to capture the entire spot in-camera, requiring precise planning and choreography. Using animatics, the Native team experimented with various spacing and timing scenarios to map out the best approach. Once on set in the Mojave Desert, Mackenzie ran through multiple rehearsals to refine the choreography and get the drivers familiar with their cues – and their cars. Each car had its own professional driver cued via radio; additionally, each Mercedes vehicle used in the spot is from a different time period, with varying levels of speed and responsiveness that had to be taken into account. Blocking also had to be adjusted on set, working with the natural horizon line to help hide the CLA until the last possible moment. With the choreography and positioning finalized, Mackenzie pulled double duty as DP, capturing on-the-ground shots via camera car plus a handful of aerial shots via helicopter. “Iain is a very methodical director and he really did his homework on this to make everything come together perfectly,” explained Native founder Tomer DeVito. “It was a huge feat to pull this off in-camera, and the success is a testament to the creativity and diligence of Iain and the whole crew.” A second spot, “Perception,” was also directed by Mackenzie and shows a Mercedes drifting into frame on a garage rooftop. The two spots were shot on back-to-back days, amid desert temperatures hitting up to 108° F.
Media Type	Television & Cinema
Length	35 seconds
Production Company	Native Content
Executive Creative Director	Andy Hirsch
Producer	Alex Kobak
Director	Iain MacKenzie
Managing Director/Executive Producer	Tomer Devito
Head of Production	Sean Blair
Producer	Kyra Selgren
Production Supervisor	Melissa Jacobs
Director of Photography (DOP)	Iain MacKenzie
Production Designer	Johan Letenoux
Editorial Company	General Editorial
Producer	Anna Borysewicz
VFX Supervisor	Michael Smith