Ammolite's Emil Nava Directs Flashy Spot to Launch the Mercedes EQ

Hybrid creative and production studio Ammolite Inc. has produced a new campaign for Mercedes-Benz launching the first line of electric vehicles for luxury car brand, Mercedes EQ. Directed by Emil Nava, Ammolite Inc.’s founder and CEO, the campaign is part of a nationwide launch experience, featuring interactive exhibits and test drive events to educate consumers about the commitment Mercedes-Benz is making to a more sustainable, electric future.

As the film for the new Mercedes EQ opens, a silhouette of the innovative sedan emerges against a graphic backdrop of the iconic Mercedes grill. Sound design mimicking an engine firing leads into a dynamic montage in which glamour shots of the sedan’s classic stylized luxury interior are intercut with shots of the sleek modern interior followed by hero shots of the brand’s renowned hood ornament through the decades. The film highlights the timelessness and cutting edge design of the brand by juxtaposing historic exterior and interior shots of the sedan with the new cutting edge model. 

Quick cuts of the sedan showcase the vehicle’s elegant curves and aerodynamic design. The screen fades to black for a brief moment before lightning illuminates the faint shape of the sedan. Art, style, and luxury meet power, form, and efficiency as the film transitions from interior shots showcasing the innovative touchscreen console, sculpted leather seating, and modernized grill to invigorating drive shots. The film comes full circle, drawing to a close with the Mercedes EQ sedan in an angled profile once again, mirroring the opening image.  

“It was a tremendous honour to collaborate with Mercedes-Benz on this history-making campaign,” says director Emil Nava. “The launch of the new EQ line maintains the integrity, style, and luxury of the brand, while looking towards a more sustainable and ecologically friendly future for generations to come.” 

Emil Nava launched Ammolite Inc. in 2016. As one of the world’s most prolific and respected music video directors, he has formed long-lasting relationships with emerging artists and taken them to the international level. Working in the music video and commercial industries for over a decade, Nava has collaborated and established an unparalleled trust with artists such as Rihanna, Calvin Harris, Ed Sheeran, Dua Lipa, Post Malone, and Eminem. His inventive approach to creativity is measured in dozens of billions of views and never fails to make a significant cultural impact 

As a director admired for his strong understanding of youth culture, fashion, and pop sensibility, Nava is in constant demand from brands and agencies, having collaborated with renowned brands including Maybach, Mercedes, GAP, Rimmel London, L’Oréal, and MasterCard. His diverse and influential work has gained worldwide acclaim, earning multiple major awards and nominations.