EQS City Roadshow
May 2021 ––With this project we had a unique opportunity to do something magnetic and intriguing, to really define the Mercedes EQS profile and messaging in an eye-popping experiential installation that traveled throughout China. Mercedes Benz has always been about setting new benchmarks, and in every aspect of our film and the resulting experience, we were looking for new and interesting ways to push the envelope, keep it artful, and engineer something unforgettable for the audience.
With this immersive display we sought to create a visual aria that speaks to, and in fact defines, the engineering of luxury, of confidence, and ultimately the scale and purity of a commitment to viability.
With this immersive display we sought to create a visual aria that speaks to, and in fact defines, the engineering of luxury, of confidence, and ultimately the scale and purity of a commitment to viability.
The Concept
–– 02The film is a journey into the DNA and very fabric of what makes something luxurious. The team played with what the EQS really means and can be on a molecular level, a quantum level, and on a cosmic level. The film is a dance of choreographed images that make use of light and movement. There is an interplay of shadow and illumination, structure and fluidity, to not just make a of backdrop for the EQS, but a canvas against which its silhouette is made more powerful.
It is the blend between the elemental, the primordial, and the technological that our film is centered on; embracing all three elements in a syncopated dance of fluidity and contrast.
The EQS is a part of the story and is immersed in the action; the blossoming and unfolding of a journey to define the untreated, untethered, boundlessness of clean energy.
It is the blend between the elemental, the primordial, and the technological that our film is centered on; embracing all three elements in a syncopated dance of fluidity and contrast.
The EQS is a part of the story and is immersed in the action; the blossoming and unfolding of a journey to define the untreated, untethered, boundlessness of clean energy.
–– 02
The Installation
–– 03Situated in the center of an amazing experiential space, the EQS is almost statuesque with its futuristic look. The vehicle itself acts as something of a partner to the visuals on the wraparound screen behind it. The light and movement all reflect across the glass and the alloys making it look almost otherworldly, a giant dome mirror above reflecting all the detail of the experience in a heavenly gesture.
Rays of light bend and flicker, they trickle and dance with each other and the cosmic space around them. This all creates a universe, an unreal environment for the vehicle to rotate through as the illumination is cast across the car’s stunning sheet metal exterior and the digital hum of its own light.
The EQS is surrounded by this visual symphony as we watch hovering beams of light creating volumes, Laser beams that are almost sculptural. Energy takes shape here, it has edges and texture, it takes up space and ratio, color and significance.
The installation itself is a mesmerizing feat of production design, and every detail of the experience was intentionally created to have impact, to maximize the efficacy of the film paired with all of the surrounding practical effects to fully immerse the viewer in a stunning introduction to this beautiful machine.
Rays of light bend and flicker, they trickle and dance with each other and the cosmic space around them. This all creates a universe, an unreal environment for the vehicle to rotate through as the illumination is cast across the car’s stunning sheet metal exterior and the digital hum of its own light.
The EQS is surrounded by this visual symphony as we watch hovering beams of light creating volumes, Laser beams that are almost sculptural. Energy takes shape here, it has edges and texture, it takes up space and ratio, color and significance.
The installation itself is a mesmerizing feat of production design, and every detail of the experience was intentionally created to have impact, to maximize the efficacy of the film paired with all of the surrounding practical effects to fully immerse the viewer in a stunning introduction to this beautiful machine.
–– 03
The Process
–– 04Situated in the center of an amazing experiential space, the EQS is almost statuesque with its futuristic look. The vehicle itself acts as something of a partner to the visuals on the wraparound screen behind it. The light and movement all reflect across the glass and the alloys making it look almost otherworldly, a giant dome mirror above reflecting all the detail of the experience in a heavenly gesture.
Rays of light bend and flicker, they trickle and dance with each other and the cosmic space around them. This all creates a universe, an unreal environment for the vehicle to rotate through as the illumination is cast across the car’s stunning sheet metal exterior and the digital hum of its own light.
The EQS is surrounded by this visual symphony as we watch hovering beams of light creating volumes, Laser beams that are almost sculptural. Energy takes shape here, it has edges and texture, it takes up space and ratio, color and significance.
The installation itself is a mesmerizing feat of production design, and every detail of the experience was intentionally created to have impact, to maximize the efficacy of the film paired with all of the surrounding practical effects to fully immerse the viewer in a stunning introduction to this beautiful machine.
Rays of light bend and flicker, they trickle and dance with each other and the cosmic space around them. This all creates a universe, an unreal environment for the vehicle to rotate through as the illumination is cast across the car’s stunning sheet metal exterior and the digital hum of its own light.
The EQS is surrounded by this visual symphony as we watch hovering beams of light creating volumes, Laser beams that are almost sculptural. Energy takes shape here, it has edges and texture, it takes up space and ratio, color and significance.
The installation itself is a mesmerizing feat of production design, and every detail of the experience was intentionally created to have impact, to maximize the efficacy of the film paired with all of the surrounding practical effects to fully immerse the viewer in a stunning introduction to this beautiful machine.
–– 04
Credit List
Director: GMUNK
Assistant Director: Derek Jaeschke
Executive Producer: Adam Baskin
Producer: Max Knies
Cinematographer: Joe Picard
Laser: Adam LaBay
Lighting: Matt Ardine
Choreography: Kitty Mcnamee
Movement: Lisa Sainvil
Color Grade: Billy Hobson
Composer: Keith Ruggiero
Director: GMUNK
Assistant Director: Derek Jaeschke
Executive Producer: Adam Baskin
Producer: Max Knies
Cinematographer: Joe Picard
Laser: Adam LaBay
Lighting: Matt Ardine
Choreography: Kitty Mcnamee
Movement: Lisa Sainvil
Color Grade: Billy Hobson
Composer: Keith Ruggiero