Mercedes-Benz GLE.

“Coupe”, “SUV”.

For the new GLE Coupe and SUV we needed to create something intrinsically Mercedes. Bold, Luxurious, Modern. The current Mercedes language is stylized and abstract, more in the world of fashion editorial than rooted in the real world, so a fully CGI approach made the most sense.

However, rather than stay in the traditional process for CG car work, we used game engine software Unreal, meaning rather than get a series of pre-rendered clips and edit them together, we worked directly in realtime with the artists to make the shots.

Doing this allowed us to previsualize the camera moves and compositions in a fluid and natural way, much more similar to the act of shooting cars in the real world, allowing us to experiment and try things in the moment. Keeping it spontaneous and grounding the animation in reality.