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Mercedes-Benz Celebrates Pride Month with Moving ‘Chosen Family’ Spot

The spot was edited by Uppercut’s Paul La Calandra

Mercedes-Benz Celebrates Pride Month with Moving ‘Chosen Family’ Spot

Creative editorial shop Uppercut editor Paul La Calandra teams up with Curfew and director Jason Evans to create a moving and timely narrative of family and acceptance in a new Mercedes-Benz commercial “Chosen Family,” out of The Mixx.

Celebrating Pride Month, the spot features people of various ethnicities, genders, sexual orientations, and walks of life speak on what a “chosen” family means to them, and why family is not always defined by blood.

Notes La Calandra, “It’s always a privilege to work on a socially-driven campaign, and we were really excited to be a part of a Pride Month release. Jason had a very clear vision of what he wanted, but was open to a highly collaborative process, allowing us to craft a fluid narrative.”


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Advertiser: Mercedes-Benz

Creative Agency

Creative Agency: The Mixx

Production Company

Production Company: Curfew

Director: Jason Evans

Producer: Spencer Dennis & Mark Smith

Project Lead: Tricia Falls (Project Manager)

Copy Writer: Elizabeth Wallace

Audio Production: Heard City


Edit Company: Uppercut

Editor: Paul La Calandra

Producer: Lisa Sadek

Executive Producer: Kathrin Lausch

Head of Production: Julia Williams

Finishing: John Geehreng/Ben Williams

Post Production / VFX

Colourist: CO3- Sophie Borup