Technology and media continue to work closer than ever before, as it stylishly captured in Director and Photographer Rankins latest lensed offering.
Teaming up with Forward-Thinking Visionary and Music Icon Will.i.am, Rankin shot the latest campaign for Mercedes-AMG, which celebrates a truly momentous moment in sports car history with their first ever hybrid car. The campaign video takes the existing art forms of motor cars and musicians, and fuses them together in a way that looks and feels new and exciting. Bold and innovative use of sweeping camera motions, brilliantly lit backdrop screens, and a synth stomping track written exclusively for the video, make this campaign one that will standout above the rest.
On the collaboration, Will.i.am says:
“I am a massive fan of the brand. Working with AMG is as exciting to me as winning two Grammys. They are unique in motorsport, working at the cutting edge of radical thought. They are unafraid to push when others pull back”.
In a space where everything has a conscious and eco undertone, hybrid technology, whilst not new, is our past, present, and future, and this campaign has pushed those driving thoughts to the max, and showcases that the future is going to be anything but quiet.