Project:
Mercury 'Spring Brand Campaign 2024'
In our collaborative venture with Mercury, our team at Scholar set out to master the art of making the complex seem simple through a metaphoric brand campaign. From the initial concept through final execution, we aimed to capture Mercury’s essence of precision in a bold and exciting way. We focused on creating visuals that seamlessly blended CG animation with stunning live-action production. Our goal was to construct a stylized world that mirrored the elegance of the Mercury brand, delivering a campaign that was not only visually cohesive but also richly symbolic.
Credits
- Brand Partner & Production: Scholar
- Directors: Will Johnson & Mike Tavarez
- Managing Director / E.P.: Anne Skopas
- Executive Producer: Kate Aspell
- Head of Production: Nicole Smarsh
- Line Producer: Rich Kaylor
- DP: Sebastian Cantillo
- Design & Animation: Scholar
- Creative Directors: Will Johnson & Mike Tavarez
- Associate Creative Director: Vin Kim
- Managing Director: Anne Skopas
- Executive Producer: Kate Aspell
- Head of Production: Nicole Smarsh
- Sr Producer: Andrew Rindlaub
- Associate Producer: Spencer Moritz
- Lead Designer / Animator: Kirt Critoph
- Designers: Kirt Critoph, Liam Elias, Irma Hasanic, Zach Herdman, Jee Kim, Kiron Robinson, Rolando Barry, Dylan Blau, Helen Slavutsky
- 3D Animators: Michael Cafarelli, Kirt Critoph, Dylan Blau, Andrew Tan
- 2D Animators: Sam Bachman, Kirt Critoph, Kenny Kerut, Helen Slavutsky
- Storyboards: George Zapata
- Compositors: Ryan Kaplan, Rachel Moon
- Media Manager: Adrianna McKinley
- Editorial: Scholar
- Editor: Dominic Strazulo
- Assistant Editor: Adrianna McKinley
- Mix & Sound Design: One Thousand Birds
- Mix & Sound Designer: Hayley Livingston
- Music: Alexander Rossi Music
- Artist: Alexander Rossi
"Our collaboration with Mercury involved numerous rounds of concepting and exploration, working hand-in-hand to discover the perfect visual analogies that would bring out the beauty of complex systems working simply."
“We delved deep into the intricate layers of Mercury, unveiling its interconnected system of tools operating beneath the surface. Through captivating visual metaphors, we illuminated the evolution of engineering marvels, symbolized by the harmonious interplay of a grand piano and the intricate precision of a watch.”
Design
Live Action
