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.
"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.”
The Making of 'Mercury'
Design
Live Action
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: Vin Kim
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, Stephen Villari
Storyboards: George Zapata
Compositors: Ryan Kaplan, Rachel Moon
Flame Artists: 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
