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."
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
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