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
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.