Tag Archives: creative retouching

Mercedes billboard

Grow Up Campaign for Mercedes Benz with Alice Moitié – In Context

Grow Up” is the most extensive content creation in Mercedes-Benz’s history.  Produced by Antoni, it’s a groundbreaking campaign centred around five short films. With young stars like rapper A$AP Rocky, the films tell a story that completely revolutionises the image of Mercedes-Benz, with the car becoming a natural ally for millennials in their journey to adulthood.

“Our competition isn’t ads, they’re real films, real TV shows. Stealing four minutes from the time people would be watching their favourite show on Netflix is a tall order, so we tried to be honest with ourselves with what people might actually be interested in.”  – Veit Moller, Creative Director (LBB editorial interview) 

For the accompanying stills, we worked closely with CD Veit Moeller and young photographer Alice Moitié  – printing and re-scanning, adding grain to create a strongly analogue film look, with CGI elements helping with the practical aspects of a worldwide campaign.

Flipping through the print catalogue:
 


 

The campaign’s media locations are as bold and eyecatching as the rest of the execution, with colossal end-of-wall murals featuring single shots montages from the campaign, and big bold statement cubes in high traffic areas.

 

 

The shots were also a big success across digital media, showcased on the innovative website and shared widely on social networks.

Ipad Mercedes

The campaign has drawn wide praise for its radical approach

“Mercedes-Benz’s Most Ambitious Marketing Project Yet Is All About What It Means to Grow Up Tackling the evolution of luxury … and, well, life” – Adweek (Ad of the Day) 

“Mercedes-Benz’s Biggest Content Campaign to Date May Make You Think Really Deeply About Your Life”- Ad Age (Editor’s Pick – Creativity) 

“It’s hard to make a good car ad these days. Audiences are bored of the slick fare they are usually offered, and yet most clients still really, really want that shot of the beautiful new vehicle driving around the cliff edge. In this new set of films, those scenic shots are there …nestled in among a set of stories that are intriguing, and at times a little darn bleak….These new films make a welcome addition to the car-ad-as-short-film genre and sure beat the average shiny car spot.” – Creative Review

Also featured by Hypebeast, Campaign and High Snobiety.

Client: Mercedes Benz
Agency: Antoni
Creative Director: Veit Moeller
Photographer: Alice Moitié
Post Artists: Jonas Braukmann, Thomas Saalfrank, Julia Ackermann, Daniel Mattes, June Lee, Stephanie O’Connor / Recom Farmhouse
Art Buyers: Emanuel Mugrauer, Valerie Opitz, Marjorie Jorrot
Production: Iconoclast Germany

See our selection of the campaign images on recomfarmhouse.com

Mercedes - Grow Up wit hAlice Moitié

Victimhood with Jonas Lord

It’s always one of our favourite experiences when someone turns up out of the blue with a really extraordinary project for us to work on – makes our mouse hands itch to start!  – and this series, inspired by Dutch and Flemish paintings, was a truly inspiring collaboration.

Jonas Lord explores the culture of victimhood in various metaphorical visuals with staged surreal scenarios. Post Artists Pepê Alram and Maria Calosso at our London studio helped Jonas with the series – this was a great combination, with the team working very smoothly together in a real synchrony of vision and ideas.

Jonas describes the series in his artist statement below:

“The series begins with an image of baby tigers – the symbol of the east – on a chopping board about to be consumed by rapid westernisation”

Photographer: Jonas Lord Post Artist: Pepe Alram, Maria Luisa Calosso

“It then speeds up with an image of a woman’s body devoured by wolves on a dinner table speaking about consumerist scrutiny of the female form in our culture.”

Photographer: Jonas Lord Post Artist: Pepe Alram, Maria Luisa Calosso

“In one of the photos, a tied up woman is calmly staring at the camera–she’s chosen to be in the position of an objectified woman. It’s not to victim blame but to comment on how society grooms certain people to consciously take part in their own victimisation.

We desperately snap Instagram pictures of ourselves from the best angles in hopes to be admired which ties us up to the desperate daily dose of admiration.

In this photo, the men are also reduced to faceless stereotypes who turn into animals as they step on the chess board.”

Photographer: Jonas Lord Post Artist: Pepe Alram, Maria Luisa Calosso

See how this image came together from the elements of its composition in this quick “Making of” video:

 

“We desperately try to adhere to whatever beauty standards are on trend,  which I explored in the pic with two teenage girls awkwardly posing while shaving their body hair. I juxtaposed them with sheep in the foreground the inspiration for which came from a feminist protest in 1969 where protesters dressed up a sheep as Miss America.”

Photographer: Jonas Lord Post Artist: Pepe Alram, Maria Luisa Calosso

Do retouchers dream of electric sheep? How we did it…

 

“Through these visual metaphors I was looking for ways to explore the manifold nature of victimhood. Do we choose to be victims? Are we groomed to be victims?”

Photographer: Jonas Lord Post Artist: Pepe Alram, Maria Luisa Calosso

We’re delighted that Jonas Lord approached us with his fascinating series and we’re stoked to work with this amazing new talent.

Credits:

Photographer: Jonas Lord
Post Artists: Pepê Alram, Maria Luisa Calosso, Kate Brown / Recom Farmhouse

Victimhood on recomfarmhouse.com

Making of : THE DURRELLS for ITV

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This is the first project we have been doing for New York based French photographer Jean-Yves Lemoigne and we’re pretty stoked about it because we’ve been wanting to work with him for a while – check out his work!

For this advertising campaign featuring the new ITV show The Durrells he first traveled to Corfu to capture the landscape and then to London to shoot the actors and animals in the studio. Our part was to combine all the different elements to make them look like they were shot all together. Jean-Yves and creative director Anton Ezer came to our London studio to brief post artist Kate Brown on the mood and the different selects for the actors and animals.

Have a look at the making-of below to see how Kate has worked her magic to bring together these wonderful images. A task made a lot easier by Jean-Yves who shot the separate elements very skilfully, making sure that lighting and perspectives matched perfectly.

MakingOf_The_Durrells

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