Mercedes

Jul 2026

Mercedes challenges the status quo in I Believe, a bold automotive commercial that transcends traditional car advertising by trading highway shots for a surreal, high-concept narrative. The campaign leans into a visual language of stark contrasts, pairing the precision of luxury automotive design with a feverish, avant-garde performance. Central to this cinematic production is a dancer adorned in an intricate suit of glowing blue LEDs, whose fluid, athletic movements erupt against the backdrop of an imposing, brutalist staircase. This fluidity serves as a sharp visual foil to the surrounding figures, who remain locked in rigid, formal conformity, suggesting a subtext of individual liberation within a mechanized urban environment. Through expert use of live-action technique layered with sophisticated VFX and visual effects, the film bridges the gap between mechanical engineering and human expression. The atmosphere is heavy with moody, high-contrast lighting that anchors the ethereal glow of the central figure, ensuring the viewer is pulled into a dreamlike world where movement and innovation collide. With post-production and VFX work meticulously handled by William McVay, the project manages to sustain a tension that is as sleek as the vehicles it highlights, successfully positioning the brand at the intersection of high-end manufacturing and artistic disruption, ultimately redefining the boundaries of the luxury automotive commercial genre.

Cinematic, Commercial, Surreal

Live-action Technique, VFX / visual effects

Luxury Automotive, Automotive