Nº 4 in the Mercedes "Grow Up" campaign - Mercedes CLA CoupéCampaign overview on Behance with all five models
Grow up. Get a job. (featuring A$AP Rocky)“...viewers will relish the chance to crawl into the mind of Rakim, a little boy “who blazed his own trail to the top with nothing but a dream beat. A beat, tapped out by A$AP Rocky’s fists, doesn’t just set the ad’s rhythm; it creates a heartbeat against which massive mental stakes spool out, sometimes overwhelmingly." - Adweek (Ad of the day)
For these stills to accompany the film, 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.
Watch the film that the stills are centred on, produced by Iconoclast:
"We were honoured that he let us tell such a deeply personal and emotional story – it shows the tremendous amount of trust that we had in each other, and how natural the fit was from the start."
- Veit Moller, Creative Director (LBB editorial interview)
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.
Images of the campaign in situ on our blog here
The campaign on Behance
• Overview of the "Grow Up" campaign• A-Class. Grow up. Spend time with family.
• B-Class: Grow up: Be a good parent
• CLA Coupé: Grow up. Get a job.
• CLA Shooting Brake: Grow up. Settle Down
• GLA: Grow up. Start a family.
CreditsClient: Mercedes Benz
Creative Director: Veit Moeller
Photographer: Alice Moitié
Post Artists:Jonas Braukmann, June Lee, Stephanie O'Connor / Recom BerlinThomas Saalfrank, Julia Ackermann, Daniel Mattes, Marion Trenkel / Recom Stuttgart
Pêpe Alram, Kate Brown / Recom FarmhouseCGI Artists:
Sebastian Schierwater / Recom Berlin
Kristian Turner, Anna Toporova / Recom Farmhouse
Art Buyers: Emanuel Mugrauer, Valerie Opitz, Marjorie Jorrot
Production: Iconoclast GermanySee our selection of the campaign images on recomfarmhouse.com
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More work at recomfarmhouse.com and our blog madlove.net.