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Mercedes-Benz: New Light
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Creative studio The-Artery brought Mercedes-Benz a glistening nighttime coastline with masterful day-for-night technique in the cinematic spot “New Light,” out of agency Merkley + Partners. The spot was produced by The-Artery, directed by CCO and Founder Vico Sharabani, and DP-ed by Oren Soffer, who co-DP’ed the upcoming sci-fi film The Creator, in theaters September 29, 2023 from 20th Century Studios. Continuing their longstanding partnership with Mercedes-Benz, The-Artery elevated the ad’s storytelling with live-action production, editorial, post, VFX, color grading and finishing, turning a product demo into a cinematic experience for the audiences. The team navigated the isolated location and tricky shoot times to film the spot during the middle of the afternoon off the California coast, then facilitated a combination of masterful color-grading and visual effects to transform the landscape into buzzing night scenes. The bespoke creative system signals a new cost-savings measure for spots uninhibited by trials on-location.
Production Company: The-Artery Related |
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