Automotive
Cinematography
But the centerpiece of our filmic approach—and the real power of this spot—will derive from our use of split screens. The split screens are not just merely a cinematic effect—they’re a storytelling device that will deliver a dynamic, layered three-act story in just thirty seconds.
As you’ll see in the script, we’re fully embracing the split screens in clever ways, creating a beautiful dance as we use them to track with and choreograph the movement of our color-coded characters and vehicles in space. Every single shot will be thought out in advance and executed to perfection, but there’s nothing formulaic about any of it.
Sometimes the split screens are rhyming—two characters in a similar action caught at a similar angle—whereas other times it’s more of a ying-yang effect, pairing the front of one SUV to the back of the other or seeing two doors shut but captured from different directions. Sometimes it’s one panel, or diagonal panels like a checkerboard, and as we build to a crescendo of nine panels, we’ll showcase Mercedes’ driving power and luxury details in a formidable mosaic before we pull up and away to land on that legendary logo. These split screens drive the choreography and rhythm of our story, creating beauty and synergy as they do.
In pre-production, we’ll meticulously plan and storyboard all the split screen shots. But it’s not just about framing and blocking—it’s about understanding the location to ensure that we have the sight lines and angles just right. During the shoot, we’ll use a body double placed just out of focus on the screen to help us with matching action and angles, and to create at least one moment where we can comp in another woman in post to see both versions of our actress in a single frame for a little cinematic magic.
Playful, yet sophisticated, our split screen approach will ooze with style and personality. By updating a classic cinematic trope, we’ll have that perfect blend of nostalgic and modern imagery to create something that’s fresh, exciting, and entirely Mercedes.