Cokau Directs Groundbreaking Launch Campaign on the Masters for Mercedes EQ Fleet

The very cool 5 spot campaign for Mercedes was directed by French duo Cokau Lab, exclusive in the US with CASEY, via Merkley + Partners NY.

As one of only three commercial sponsors of the iconic Masters golf tournament, Mercedes needed a visual language as bold as its models for the launch campaign of their revolutionary new EQ fleet.

With their seamless fusion of intricate visual artistry and cutting-edge innovation, a deep expertise blending practical VFX + CGI with live action and backgrounds in design + edit, there was no one better suited to the creative challenge than Cokau, the directorial team of Achille Coquerel + Thomas Kauffman.

Mercedes-Benz - Race Start

CASEY produced the five-spot campaign - Leading the Charge - employing a mighty technical team and utilizing just about every contemporary cutting-edge filmmaking tool

Shooting primarily on an advanced volumetric lighting stage at the state-of-the-art Trillith Studios, Cokau created a unique atmosphere with the cars accelerating through naturalistic tunnels of long-exposure light.

These innovative tools allowed the filmmakers to maintain a high-fidelity premium feel while simulating real-world environments.

Mercedes-Benz - EQE Touchscreen

To allow for complete control and flexibility, the road was projected in the studio to create a seamless atmospheric element. Each shot was imbued with gravity-defying dynamism and fluidity while a distinct palette of colored light helped differentiate the models and accentuated the form and features of the cars.

Using a Technocrane, Cokau were able to create more energetic, nimble, and fluid images than shooting on the road with a traditional arm car would permit.

Mercedes-Benz - Drive Pilot

Mercedes-Benz - Maybach

Mercedes-Benz - Network

SHOTS covers the campaign here.