A young heroine traverses a futuristic Seoul ahead of the League of Legends Worlds 2023 in Riot Games’ collaboration with Mercedes-Benz, executed by Mill+ and directed by Tim Fox.
“Blending the cutting-edge with the fantastical, especially with brands of such stature, was an unparalleled experience. While we missed featuring our heroine’s flip-flops, a soaring dragon more than made up for it!” Fox said on Mill+’s website.
In the animated video, a young woman goes on an adventure to capture a trophy, driving a Mercedes-Benz EQS SUV in pursuit of her goal as well as her impressive parkour and gymnastics capabilities. The video also includes hundreds of League of Legends Easter eggs for viewers who know what they’re looking for. In the end, she rolls up to the 2023 Worlds in her new Mercedes, trophy safely tucked away in the back.
Mill+ – working in both London and Bangalore, India – captured the city of Seoul in live action and then used Maya and Houdini to animate the sequence, including the flying and flipping lead character.
The open showcased the Mercedes-Benz EQS SUV to e-sport and game enthusiast audiences, who tend to be young, educated and interested in cutting-edge technology.
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CREDITS
Client: Mercedes-Benz AG
Agency: Antoni Garage GMBH & Co. KG
Managing Director: Marcell Francke, Daniel Dürbeck, Tilman Gossner
Agency Director: Roy Schröder
Executive Creative Director: Gün Aydemir
Creative Director: Augusto Santos
Copy Writer: Pam Boschma
Script Development: Creatives @Antoni
Creative Producer: Sergii Eisenstadt, Marjorie Jorrot
Production: Mill+
Executive Producer: Becca Jones
Senior Producer: Larisa Covaciu
Production Assistant: Sam Ashby
Business Development Director: Josh Moore
VFX/post: The Mill London
CD: Anthony Bloor
2D Lead: Declan Andrews
CG Lead: Ted Harrison
Animation Supervisor: Marion Strunck
Asset Supervisor: Will Burdett
Editor: Zoe Izzard
Storyboard: Steve Taylor
Concept Artist: Tim Fox, Thomas Muller
CG Team: Andreas Graichen, Paolo Ceresa, Margaux Huneau, Clementine Supiot, Alberto Lara, Thomas Craig, Dane Armour, Chris Welsby, Jean Grandgirard, Jack Enever, Arnau Gilabert, Luke Dadley, Keith Kamholz, Marc Greyvenstein, Artur Drozdowicz, Tanya Ljubimtseva, Stephen Heidacher
2D Team: Rafael Vormittag, Davide Metti, Giacomo Verri, Lester Brown
DMP: Jiyoung Lee
Design: Tim Fox, Barry Chapman, Jayden Kimpton
Online Artist: Leah Ayinde
Korean Translator: Jiyoung Lee
Post: The Mill Seoul
Post: The Mill Bangalore
Associate Producer: Aisswarya J
Production Coordinators: Saranya Reddy
DFX Supervisor: Laique Quraishi
Asset Lead: Sunil Manohar Mohapatra
Animation Lead: Sriker Balakrishnan
Asset Artists: Rakshith U, Debdutta Gayen, Ravi Kulwantsingh Ubhi, Shahid Hussain, Vishal Vijay Patil, Aditya Jaiswal, Suraj Hariharan, Sandip Dhole, Sunku Ayusha, Manukuru Manikanteswara, Sanju Sankar, Prashanth C, Sanjaykumar H V, Sumit Yadav
Animation Artists: Raman Bhatia, S Anashwara
FX Artists: Madivadanatamilparidy Ramamoorthy, Rohit Kumar
Color: The Mill
Colorist: Katie Dymmock
Color Producer: Dan HIlls
Color Assist: Caitlin Donaldson, Rory Leighton, Kennedy Dawson
Music: AMP GMBH
Sound design: Echoic