Big Chief Help Mercedes-Benz 'Steal The Show' in ABC Pre-Oscars Promo

by Devon Thomas  |  02.27.2017

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.


Agency: Merkley+Partners

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

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