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Mercedes-Benz and BBDO Malaysia Trip the Light Fantastic

‘The Masterpieces of a Masterpiece’ showcase plays with long-light exposure to incredible effect

Mercedes-Benz and BBDO Malaysia Trip the Light Fantastic

BBDO Malaysia has helped Mercedes-Benz Malaysia launch their 10th generation E-Class; a luxury sedan that integrates technology with sophistication and art.

The launch campaign involves a series of artworks created to reflect the car’s agility, dubbed a ‘Masterpiece of intelligence’, through the use of long-light exposure techniques. As a result, ‘The Masterpieces of a Masterpiece’ showcase was born.

The work was shot in absolute darkness and stunt drivers had to drift while relying on sheer instinct and experience. Cranes, flame resistant gear and a lot of patience were also required in order to take the perfect shot.

Commenting on launch campaign, Lay Jian Yi, Creative Director at BBDO Malaysia said, “The E-Class is a Masterpiece in its segment – a perfect combination of logic and emotion. In light of that, we wanted to do something that’s more than just a regular car ad; something that evokes emotion.
Every piece of artwork was created using the car, showing off its features. This was a collaborative effort between agency and client, and what started off as a film transcended into a showcase of art."

The first two images were revealed early July, with the rest to launch over the coming weeks.

Images can be viewed via the Facebook page:

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Creative Agency

Creative Director: Lay Jian Yi, Lee Tak Shune

Copywriter: Niamh Spurr

Art Director: Talita Mutiara

Producer: Zyra Khirudin

Executive Creative Director: VJ Anand

Account Executive: Moses Wee

General Manager: Farrah Harith McPherson

Associate Account Director: Vanessa Gan

Production Company

Production Company: Studio 20 Twelve

Photographer : Loh Lin Shan

Category: Automotive , Cars

Genre: In-camera effects , Photography