A triumphant fusion of automotive and Esports for the Opening of Worlds 2023, directed by Mill+
In a time when the auto industry is constantly pushing boundaries with innovations and design, Mercedes-Benz stands out not just for its state-of-the-art vehicles but also for its audacious forays into new media.
Enter Mill+. Recognised globally for pioneering some of the most groundbreaking cinematic experiences, Mill+ showcases its storytelling prowess and ability to help brands speak, authentically, to the esports audience and gaming enthusiasts in this collaboration. Set in a futuristic Seoul, meticulously built in CG, they invite viewers to follow a young heroine navigating her thrilling journey to the Gocheok Sky Dome. Under the adept guidance of Mill+ Director, Tim Fox, the full CG spot seamlessly integrates the dynamic allure of the Mercedes-Benz EQS SUV with the vivid, fantastical world and characters of League of Legends.
Fox reflects on the creative process,
“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!”
As the auto industry continually evolves, embracing the digital age and resonating with the tech-savvy generation becomes imperative. By partnering with gaming giants and entrusting the narrative to cinematic experts like Mill+, Mercedes-Benz cements its place as an industry innovator and a brand that resonates across diverse demographics.
As the League of Legends Worlds 2023 dawns in Seoul, October 2023, with Mercedes-Benz in the spotlight, this advertisement is a testament to the brilliant confluence of innovation, storytelling, and brand synergy.
How did we create this enthralling cinematic universe? Check out the epic 'Making of' film, created by the talented Mill+ Team.
