ABC National TV Sales collaborated with Mercedes-Benz USA, Merkley+Partners and Big Chief Entertainment for a unique congratulatory campaign during the Oscars Sunday evening.
The 10-second on-air spot, below, showcased the 2017 Mercedes-Benz GLC Coupe. It premiered on ABC Owned and Affiliate Television stations in top markets and the ABC Supersign in Times Square during the network’s On The Red Carpet pre-show. This year’s themes in the campaign: “defying the status quo” and “stealing the show.”
NYC-based studio Big Chief produced a unique perspective on the red carpet experience by creating a virtual scene utilizing a 2.5d parallax effect through a combination of still images, CGI, and slow motion video.
Big Chief has produced and executed this campaign for the past several years, which includes a co-branded :10 on-air tune-in spot, a :15 “congratulatory” spot and custom creative on the Times Square ABC Supersign.
Talent (paparazzi, celebrities, security, etc.) was shot on a Sony F5 at 140fps then composited in After Effects and animated with a single virtual camera move. The Mercedes-Benz GLC Coupe art was a high-res photo.
The studio also released a VFX breakdown of the promo, below:
Big Chief handled all aspects of the design, animation and finishing on this original red carpet campaign. Key elements from the on-air campaign were re-composited by ABC for the ABC Supersign along with the Mercedes-Benz :30 commercial “Peak”, which features the GLC Coupe.
Featured here is the :15 “congratulatory” spot which premieres today and plays throughout the week.
Alex Gelbert, CEO
Andy Hirsch, Executive Creative Director/Partner Max Godsil, Group Creative Director/Copywriter Brian Hall, Creative Director/Art Director Francesco Deluca, Account Director
Ethan Nadel, Account Supervisor
Amanda Ribeiro, Account Executive
Brendon Cook, Assistant Account Executive Mackenzie Phaneuf, Account Coordinator
Client: Mercedes-Benz USA
Drew Slaven, VP of Marketing Communications
Mark Aikman, General Manager, Marketing Services
Alexa Harnett,Department Manager, Marketing Communications Gloria Libby, Senior Advertising Campaign Specialist
Jonathan Colbert, Senior Advertising Campaign Specialist Elizabeth Gadaleta, Media Supervisor
Network: ABC Owned & Affiliate TV Stations/ABC National TV Sales
Jan Sage, VP Marketing and Promotion Nathan Palmer, Director, Sales Promotion David Streich, Creative Director
Keith Lapinig, Interactive Designer
Production Company: Big Chief Entertainment
Tim Miller, VP Creative Director:
Tim Guetterman, VFX Designer/Editor Director of Photography: Peter Mariuzza