MERCEDES-BENZ ‘Never Stop Improving – Soraya’
This was like a passion project with MU Productions. It’s been a dream of mine to shoot something that combined human elements of fitness & endurance with something tangible & equally powerful & engaging. Thus, the Never Stop Improving campaign was launched with Mercedes. We used real-life people who are professionals in their own fields & who had captivating stories to tell. Soraya, a single mum found Yoga, & that strengthened her resolve to keep going & be better for herself & daughter. We shot in 2 locations over 1 long day (2 separate ads) & the talent just gave their all. The car scenes weren’t supposed to be this elaborate when we first discussed them with agency Publicis EMIL, & throughout pre-production with clients, it grew into something more. Unfortunately, we ran with what we had, & tried to create as many exciting angles as possible. Within such a short time, I believe we achieved more than was expected. We shot with the Panasonica EVA 1 with DG as DOP, with additional shots using the Sony A7S Mark II with the DJI Ronin-S & the DJI Inspire drone. Color-grading & post-production was completed in-house at MU.