Mercedes-Benz challenges the limits of CG and VR collaborative technology by utilizing VR software Nu Design with Atom View technology in their new campaign for the Masters.
The campaign consists of six hyper stylized 30-second ads that showcase the brand’s fleet of luxury vehicles. The campaign is an exercise in cutting edge tech and it celebrates the car company’s commitment to breaking automotive technology barriers.
Two of the ads, “First is Forever,” and “Can’t Is a Challenge” are completely CGI and were ‘shot’ in a virtual world powered by Nu Design.
https://www.youtube.com/watch?time_continue=28&v=zsjJZ11Mxoo
“First is an act of pure alchemy, the creation of something from nothing,” says a voice-over in "First Is Forever." The voice coasts over absorbing imagery that evoke a sense of luxury and transformation, fully gripping us in just 30 seconds.
These campaigns draw parallels between Mercedes’ commitment to luxury and a growing consumer interest in advanced CGI and VR tech.
According to a press release, “This cutting-edge program allows production contributors to interact in real time from across the North American continent as if they were all together on set. Moving forward, this tool enables a whole new production paradigm.”
The same technology is being used to exhibit the Mercedes-AMG Project ONE Hypercar in its U.S. television premiere.
The commercials were created in partnership with acclaimed creative agency Merkley+Partners and premiered on April 4th during the Masters broadcast on ESPN and CBS.
As consumer interest in immersion grows, more luxury car brands are looking to new technology to create more impactful campaigns. Cadillac, which has recently experienced a drop in market shares, worked with creative agency Rokkan to create ads that elicit a sense of nostalgia while also giving a nod to the future.
Most notably, Porsche has upped their marketing game by giving consumers the chance to customize different models of its vehicles through mid-air haptic cues, without the need for gloves. They plan on using this tech for public media installations and retail.
