Nicki Minaj for Mercedes with Tom Craig

  • Mercedes-Benz commissioned acclaimed documentary and fashion photographer Tom Craig to work with a strong cast including superstar and TIDAL shareholder Nicki Minaj for the launch of the new A-Class. 

    In order to incorporate CGI cars and interiors seamlessly into Tom's distinctive and natural style, we provided on location support. giving him the freedom to work as he usually does, whilst ensuring that we had all the materials and references needed for post-production. This allowed Tom to focus on his dynamic handheld approach, capturing the natural flow of people's movement so that their characters shine through in the shots. 

    Once the shoot was complete, Recom added the cars and car interiors in CGI, and then perfected the sleek and stylish shots in retouching.

    The campaign from Antoni centres on how the new model adapts to you, with features such as voice-control, customisable interior, exclusive playlists via their continuing partnership with TIDAL and unlocking via smartphone. 
    360° media combined the teaser and pre-launch phase with a TV commercial, a series of social videos, and imagery for social media and the Mercedes site, all around the concept of "Just Like You".


  • Client: Mercedes-Benz

    Photographer: Tom Craig
    Post Artists: Jonas Braukmann, Stephanie O`Connor
    CGI Artists: Richard Jenkinson, Sebastian Schierwater


    Agency: antoni
    Managing Director: Sven Dörrenbächer, Matthias Schmidt, Jörg Schultheis
    Executive Creative Director:: Tilman Gossner, Veit Moeller
    Creative Director: Alice Bottaro
    Art Director: Yann Fischels, Daniel Righi, Sebastian Sattler
    Copywriter: Erick Barrios, André Santa Cruz
    Digital: Ron Engelbert, Juliane Krause-Akelbein
    Product Content & CRM: Sven Rumpf
    Art Buying: Marjorie Jorrot
    Client Service Director: Wiebke Hellerung, Arne Cornelsen
    Account Director (ATL): Sophie Hansen
    Account Director (Product Content): Franziska Köhler
    Account Manager (CRM): Jari Heistermann
    Jr. Account Manager (ATL): Yvonne Mielke

    Production: Tempo Media