Mercedes-Benz USA and Tagged Media taps Industrial Film and Bonus Arts Creative Imaging to introduce the all-new A-Class
Long synonymous with premium luxury automobiles, Mercedes-Benz has continually shifted its focus to include vehicles that set new standards for the changing tastes of consumers and the environmental and energy demands of the future.
Enter the all-new A-Class. Launched for the 2018 model year, the A220 is designed to attract a new generation of consumers to the storied automaker. To launch this evolutionary new car line, Mercedes-Benz USA needed to capture a wide variety of engaging, creative content and teamed with their long-time association with the production company Tagged Media and creative team members Industrial Film and Bonus Arts Retouching to partner with them on this critical production.
The list of creative content needed was extensive. The team was tasked with capturing broadcast-quality running footage of the A-Class line as well as 5 other exceptional Mercedes-Benz models while simultaneously shooting still photography assets of each model line. The running footage reels would include classic car-to-car footage, shot from a “Russian Arm” -style camera car, as well as impactful drone footage. Also, Mercedes-Benz requested the team use these specialty filmmaking tools and on-set time to shoot a short film for the MBUSA social media channel. The production was based on location in Seattle, WA and was captured over the course of 4 shoot days in August 2018.
The running footage portion of the shoot featured the G550 SUV, E300 & E450 Sedans, C-Class Family including the C300 Coupe, Sedan and Cabriolet, as well as the all-new A220 Sedan. Each running footage reel required 4 to 6 minutes of finished footage. Vic Huber of Industrial Film photographed these cars on stunning road locations including downtown city streets, revitalized arts districts, wide-open countryside, lush forests and breathtaking alpine vistas.
For the still images, the photo-editing process required a group effort to work through thousands of images captured by Vic Huber. Once the final selections were made, Charlie Haygood at Bonus Arts Creative Imaging delivered 95 social images across 6 vehicle lines.
Also, Bonus Arts delivered 9 major images of three popular Mercedes-Benz models.
The social film component features the A220 Sedan in a fast-paced story of two friends making a memorable journey in their new A-Class to commemorate moving from the Mid-West to Seattle. Upon completion of the physical production, Director Greg Robbins oversaw the editing and post-production of the social film and running footage reels.
To date, the A-Class social film has been seen more than 250,000 times and has been picked up as a regional commercial for the Northwest market. The running footage assets continue to be seen in a variety of markets throughout the US. The still imagery has appeared on all of the Mercedes-Benz social platforms as well as being included in regional advertising and corporate marketing asset libraries.
The increasing demand for visual assets has challenged marketing budgets across virtually every company. By working with this experienced, well-oiled team methodology, Mercedes-Benz USA was able to maximize the content being created in a single production and secure a wealth of assets to ensure the successful launch of the A-Class as well as satisfy other key marketing needs.