Imaginary Forces Teams Up With Markgraph for Mercedes-Benz Auto Show World Premiere

Imaginary Forces Teams Up With Markgraph for Mercedes-Benz Auto Show World Premiere
Mercedes-Benz recently debuted a new branding film created by Imaginary Forces (IF) and Frankfurt-based brand communications agency Markgraph at the 2006 Paris Motor Show.

The seven-minute film is displayed on large LED screens at the stunning Mercedes-Benz auto show booth and demonstrates the luxury carmaker's softer, emotional side.

The film will also be seen in auto shows in Beijing, Detroit and Mercedes-Benz showrooms around the world.

"We, along with the client, chose Imaginary Forces for this project because the company reflects an un-German, strongly emotional interpretation of the brand and could execute a particularly sophisticated film," says Martin Pesch, Markgraph Creative Director.

"The result is a film that can be used around the globe."

Fusing existing car footage and original content, the designers at IF integrated the top eight Mercedes-Benz models into distinct brand themes, such as comfort, luxury, high performance, reliability and environmentally-frie ndly design.

IF shot architectural and natural elements, as well as people, faces and furniture, which complement the different narratives in the films and reinforce the themes.

"The client's goal was to present the brand in a very emotional way," explains Ahmet Ahmet, IF Creative Director.