Manic and jumP editorial teamed up to create “How Cool” for Mercedes-Benz.
Press release from Manic:
An eager Consumer Electronics Show audience, anxious to hear the keynote speech by Dr. Dieter Zetsche, Chairman of the Board of Daimler AG and Head of Mercedes-Benz Cars, caught a high-energy video featuring a mesmerizing palette of elegant 2D and 3D graphics, courtesy of long-time partners Manic and jumP Editorial. The studios teamed up with Merkley+Partners and RSA Films Director Henrik Hansen on the effort, with Manic leading design and animation and jumP's Richard Mettler cutting the piece.
How Cool pays homage to Mercedes-Benz's remarkably advanced mbrace2™ technology with a swirl of high-quality, interactive graphics and a rotating troupe of ebullient customers. As the dazzled drivers rocket through their favorite features -- social network connectivity, real-time diagnostics, concierge traffic guidance -- realist and symbolic imagery dances around and behind them, underscoring their enthusiasm as they explore the incredibly intuitive technology unique to Mercedes-Benz.
"We were fortunate to start with incredible content being presented in a unique arena -- the CES," noted Manic MD Bob Cagliero. "Henrik (Hansen) provided us with great footage, jumP with a terrific edit and the rest came from a creative and effective design and animation process. From the onset through all phases of the edit, we were constantly evolving design and animation -- the workflow with jumP and collaboration with the Merkley team and our designers made this project shine under a very challenging schedule."
Manic is a comprehensive creative solution for conception through completion of all media. Based in NoHo NYC, Manic delivers live-action production, cutting-edge motion graphics, 2D and 3D VFX, design, animation, and high-end finishing services for clients working in commercials, feature films, television, music videos and broadcast. The company's artists and principals have led campaigns for notable brands such as Nike, Virgin Mobile, Acura, Reebok, Verizon, Maybelline, and Apple from major agencies TBWA/Chiat/Day, Merkley+Partners, McCann Erickson, and JWT to name a few.
Client: Mercedes-Benz Spot Title: How Cool Air Date: January 2012
Agency: Merkley+Partners ECD: Andy Hirsch Group Creative Heads: Scott Zacaroli, David Fox EP: Gary Grossman Producer: Chris Coccaro
Production Company: RSA Films Director: Henrik Hansen DP: Eric Steelberg RSA EP: Marjie Abrahams RSA Producer: Lynne Pateman
Editorial Co: jumP Editorial Editor: Richard Mettler MD: Dee Tagert EP: Alexandra Leal Producer: Liz Regan
Post/Effects Co: Manic Design Director: Jun Lee Director of CGI: John Clausing MD: Bob Cagliero Producer: Nick Dziekonski
Jennifer Wolfe is Director of News & Content at Animation World Network.