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Description

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.

Notes Vico, “Translating a day shoot into the moon-heavy scenic night was the best technique choice on such a short timeline with the right all-encompassing production and post teams, as well as a trusting agency and brand partner. The short amount of time--four weeks from shoot to air--and the knowledge of the creative team/brand gave us the freedom to pursue the most streamlined creative solution. We understand the world of feature films; when a client is comfortable allowing us to use that style, the final ad can be cinematically broken-down as a visual story, in which the product is the star.”

This professional campaign titled 'New Light' was published in United States in August, 2023. It was created for the brand: Mercedes Benz USA, by ad agency: Merkley + Partners. This Film medium campaign is related to the Automotive industry and contains 5 media assets. It was submitted 6 months ago.

Credits

Client: Mercedes Benz USA
General Mgr, Head of Brand Mktg - Monique Harrison
Brand Mktg & Communications - Grace Bowes Dept. Mgr
Senior Campaign Specialist - Geoffrey Drum

Agency: Merkley + Partners
CEO / Partner - Alex Gellert
CCO/Partner - Andy Hirsch
Group Creative Director - Drummond Berman
Group Creative Director - Greg Wells
Dir. of Broadcast Production - Alex Kobak
Dir. of Business Affairs - Pam Carden
Senior Producer - Donovan Green
Chief Client Officer - Cynthia Davis
Group Account Director - Francesco Deluca
Account Supervisor - Lindsay Root

Production Company: The-Artery
Director - Vico Sharabani
EP+MD - Deborah Sullivan
Creative Director - Yuval Levy
On Set Supervisor - Elad Offer
VFX Coordinator - Gerry Orz
Producer - Tina Nakane
AD - Todd Lent
Drone - Dronedudes.com
DP - Oren Soffer

Editorial/Post: The-Artery
EP: Nick Haynes
Post Producer - Michael McCarthy
Editor - Michael Elliot
Assistant Editor - Eren Gülfidan
Color Grading - Jared Rosenthal

VFX: The-Artery
Creative Director: Yuval Levi
Head of 2D: Elad Ofer
Lead Flame Artist - Steven Miller
CG Supervisor - Dave Stewart
CG Supervisor - Joe Grundfast
Flame Artist - Michael Gorenstein
Flame Artist - Avi Mussel
Flame Artist - Aarif Attarwala
Designer - Jim Lind
Flame Assist - Samantha Diaz
Nuke Artist - Abbey Kurtz
Nuke Intern - Leon Chang
Nuke Intern - Jackson Popiel
Architectural Artist - Meny Hilsenrad
Houdini Artist - Noemi Millan
Tracking - QLbeans
Roto and Cleanup - Rotomaker

Music: Cruel Youth
Sound Mix: Heard City

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