Tag Archives: Vintage Cars

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

Photographer: Nick Meek CGI Artists: Kristian Turner Post Artist: Maria Luisa Calosso

Tokyo Maserati Bora with Nick Meek

Our friend Nick Meek approached our London team with this evocative night shot from Tokyo.

Tokyo Night Garage - Nick Meek

He took it a while ago and always loved it, but kept feeling it needed something extra. He began to wonder what it would look like if the rolling gate was opened  – just enough to reveal something special.

Researching vintage cars, he found an unusual and elegant 1970s supercar with a plum paint and golden trim to the scene, and asked us if we could add it to the scene.

Excited about this extraordinary request we reached into our magic bag of CGI tricks, lifted the  door and settled on parking this sweet Maserati Bora inside the garage. See the process in the video here:

After a successful collaboration process, we’re all happy with the atmospheric result.

Photographer: Nick Meek CGI Artists: Kristian Turner Post Artist: Maria Luisa Calosso

 

Red Car, Red Room

We were so happy with how the Maserati turned out that we wanted to work with it some more. A CGI group challenge, themed on “Red Car, Red Room” was the perfect place to take the car out of the garage and reveal it in all its glory. Take a closer look at the exotic and gorgeous Maserati Bora in detail here.

Maserati Bora CGI

Crop detail of the gold trim:

Maserati Bora CGI (crop)

 

Software:
Autodesk Maya
Chaos Group V-Ray
Adobe Photoshop

Credits: Tokyo Garage
Photographer: Nick Meek
CGI Artist: Kristian Turner / Recom Farmhouse
Post Artist: Maria Luisa Calosso, Kate Brown / Recom Farmhouse

Credits: Red Car Red Room
CGI Artist: Kristian Turner / Recom Farmhouse
Post Artist: Pêpe Alram / Recom Farmhouse

Mustang with Uli Heckmann

A quick peek on-set, and behind the scenes with the photographer –  shooting with Uli Heckmann, for the launch of the new Mustang 2018 with GTB (formerly Team Detroit) and JB5 Productions.

The car wasn’t yet available for shooting, so we took shots of  last year’s model as a stand-in to refer to, and then added this year’s car in CGI during post-production.

We always seem to be up ladders – shooting the models, and background separately. The stand-in car helps to get the lighting as realistic as possible.
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The final shot with all elements combined, including CGI car swapped in.

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Setting up the camera at the bridge – shooting HDR domes along the bridge with the Lizard to make a 360 light capture for the CGI car.

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Final shot using the lighting captures for perfect realism on the CGI car

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Stumptown brewery location. We shot all around this area, exploring different locations, areas and different talent options.

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Final shot – This was put together from a number of different elements from the day’s shooting. 

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Making of : The dark side of Los Angeles (part II)

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This is yet another image we have created in collaboration with photographer Markus Wendler for the series “The Dark Side of Los Angeles” which visually narrates ambiguous stories in downtown LA. The vintage cars appearing in each image are completely created in CG. Continue reading

The making of: The dark side of Los Angeles

12-106_MAWE_LA_Nighttime_911-tracks_COMP08_CHR_FlatFinal 12-106_MAWE_LA_Nighttime_CGI_COOLCAR_COMP01_PP_FINALART 12-106_MAWE_LA_Nighttime_corvette_COMP07_CHR_flatFinal

These are only the first three pictures of an ongoing project made in collaboration with automotive and landscape photographer Markus Wendler. We have worked together many times on commercial jobs and we are often on the phone chatting about life and work and it’s one of those relationships that seems to be working on the same wavelength, particularly creatively. So it came natural that we decided to finally collaborate together on something different than advertising; something where we did not have the pressure of showing the cars at particular angles and light, but rather the opposite. Continue reading