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The Hunt Begins: Mill+, Mercedes-Benz and League of Legends

November 15, 2023

Our latest brand takeover is here and this month we are featuring some incredible work from Mill+, The Mill’s content & creative studio. Mill+ joined forces with Mercedes-Benz and League of Legends on a triumphant fusion of automotive, Esports and cinematic Spheres for the opening of League of Legends World Championships 2023. Keep reading to find out more. 👇

In a time when the auto industry is constantly pushing boundaries with innovations and design, Mercedes-Benz stands out not just for its state-of-the-art vehicles but also for its audacious forays into new media. 

Enter Mill+. Recognised globally for pioneering some of the most groundbreaking cinematic experiences, Mill+ showcases its storytelling prowess and ability to help brands speak, authentically, to the esports audience and gaming enthusiasts in this collaboration. Set in a futuristic Seoul, meticulously built in CG, they invite viewers to follow a young heroine navigating her thrilling journey to the Gocheok Sky Dome. Under the adept guidance of Mill+ Director, Tim Fox, the full CG spot seamlessly integrates the dynamic allure of the Mercedes-Benz EQS SUV with the vivid, fantastical world and characters of League of Legends.

Blending the cutting-edge with the fantastical, especially with brands of such stature, was an unparalleled experience. While we missed featuring our heroine’s flip-flops, a soaring dragon more than made up for it!

Director, Tim Fox on the creative process
The Hunt For Glory: Part 1

As the auto industry continually evolves, embracing the digital age and resonating with the tech-savvy generation becomes imperative. By partnering with gaming giants and entrusting the narrative to cinematic experts like Mill+, Mercedes-Benz cements its place as an industry innovator and a brand that resonates across diverse demographics.

As the League of Legends Worlds 2023 dawns in Seoul this week, with Mercedes-Benz in the spotlight, this advertisement is a testament to the brilliant confluence of innovation, storytelling, and brand synergy.

Dive into this enthralling cinematic universe and witness the future of brand storytelling.

Click here to view the full project credits or to contact The Mill about your next project.


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