Mercedes x Riot – League of Legends: The Hunt For Glory

Mercedes-Benz and League of Legends
Mercedes x Riot "League of Legends: The Hunt For Glory"
Case Study

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.

Credits
Credits

CLIENT: MERCEDES-BENZ AG AND ALL COMPANIES AFFILIATED WITH MERCEDES-BENZ AG

AGENCY: ANTONI GARAGE GMBH & CO. KG
Managing Director: Marcell Francke, Daniel Dürbeck, Tilman Gossner
Agency Director: Roy Schröder
Account Manager: Carolin Lazar
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+
Director: Tim Fox
Executive Producer: Becca Jones
Senior Producer: Larisa Covaciu
Production Assistant: Sam Ashby
Business Development Director: Josh Moore

POST PRODUCTION: THE MILL LONDON
Creative Director: 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 PRODUCTION: THE MILL SEOUL
Korean Translator: Youngchan Kim

POST PRODUCTION: THE MILL BANAGLORE
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

COLOUR: THE MILL
Colourist: Katie Dymmock
Colour Producer: Dan HIlls
Colour Assist: Caitlin Donaldson, Rory Leighton, Kennedy Dawson

SOUND: ECHOIC AUDIO

MUSIC: AMP GMBH

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