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Mercedes-Benz #GrowUp "Get a job"

A$AP Rocky for Mercedes-Benz, powered by nhb

"Influencing with the influencers" might be part of the idea that inspired Mercedes-Benz and their lead agency antoni to choose A$AP Rocky as testimonial for their #GrowUp campaign. A very good choice, as the US Rapper and fashion icon from New York City represents the young urban zeitgeist of today like no other.

Swedish Director Gustav Johansson tells the story of A$AP Rocky's older brother, who died in a shooting when little Rakim was only 12 yers old. A tough experience for the young kid from Harlem, but also a turning point in his life and a motivation to do things right and move on. "Dance to the beat of your own drum".

Throughout the entire #GrowUp campaign the new Mercedes-Benz models take up a co-starring role in the films, leaving the stage to the protagonists and the storyline - very clever understatement. In this case it's the CLA Coupé.

More info about the postproduction is here.

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credits

nhb: vfx supervision, 3D, compositing, sound design, mix

producer: Fiddy Sigmund
flame: Philipp Fehling, Christian Schrills, Nacho Camardiel
compositing: Nhat Quang Tran, Rayk Hemmerling, Christoph Hache, Frederic Berninger, Tobis Mönninger, Sebastian Ludwig, Elmar Pol, Sascha Reinholz, Claus Steinmaßl, Martin Pietler, Henry Kormos, Matthias Backmann, Marcin Kummer, Min Tesch, Jens Liebscher
vfx supervisor: Johannes Müller
3D: Markus Pchalek, Benjamin Jürgens, Stephan Wege
audio producer: Steffen Stark
sounddesign, mix: Wenke Kleine-Benne

agency: antoni
production: Iconoclast
director: Gustav Johansson