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Web Film
Mercedes-Benz: Play by your rules
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Mercedes-Benz has launched a global campaign to inspire us to #PlayByYourRules for the launch of the fun, sporty CLA Coupe. Created by Antoni_garage in Berlin, the campaign includes a full-length online film, a print campaign, website, and the first branded Instagram AR filter from an automotive brand. Mercedes Benz is one of the few brands to participate in Instagram’s closed current beta programme.
Led by antoni_garage Creative Director Alice Bottaro, the campaign is united by a neon effect that creates a moody, modern feel to each of the executions. The film and print campaigns were shot in Miami and Tokyo respectively - two iconic cities famous for their distinctive style. Film Directed by music video director François Rousselet, the film tells the story of a man clashing with his 16-year-old self, as he struggles with the distance between his youthful aspirations and real-life self The 5-minute film encourages us to remember our dreams and do the important things in life in our own way. Instagram AR filter Led by Creative Director Juliane Krause-Akelbein, the Instagram AR Filter was developed by the antoni_garage team, including designer @johwska, who recently kicked off a filter craze with her viral beauty3000. The filter was designed for creative, digital natives, who love to play with new technology - the kind of people the new CLA Coupé was made for The filter applies the moody, neon look used in the overall campaign, and changes colour in response to blinking eyes. Access the custom filter by following this link on your mobile device. The print campaign was shot in Tokyo by fashion photographer CG Watkins.
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