ICONIC BRAND // NEW FRAGRANCE
Coming off the success of the initial men's fragrance line, Mercedes Benz developed additional fragances lines to their brand. They developed a men's SPORT fragrance, a L'EAU line for women, & finally a CLUB line for young adults. The request was simple, we needed to produce a commercial film for the CLUB line & photoshoots for all 3 brands.
Beginning initially with the CLUB campaign, our goal was simple. We wanted to recreate the feeling of being young & free while living in a lively & bustling city. We wanted to remind the viewer what it's like to be 22, independent, without a worry in the world. This was our main influence & the concept was set. Now it was time to execute.
After extensive location scouting & research our team decided to focus primarily on a post-modern style mixed with Miami influences. By avoiding palm trees & water but retaining the Miami look & feel, it allowed us to create a mix of Miami's vivid colors mixed with the dynamic look of a classic city like Chicago or New York.