Cultural / Context information for the jury

In the summer of 2020, when Seoul citizens began to be restricted from outdoor activities due to COVID-19, a new SUV model of Mercedes-Benz was scheduled to be released for the first time in Korea under the concept of'urban adventure'. Now that the daily experiences of adventure in the city become impossible, how can we convey this message? we decided not to use the same tool. Rather than just delivering a commercial image of a shiny, luxurious and stylish vehicle which we normally did, we wanted to present a warm hand-painted artwork to tired people, hoping the paintings would melt those tired hearts while walking in the city.

Tell the jury about the animated component of the work.

It looked very different situation before and after COVID-19. Now that the daily routine of traveling anywhere with driving SUV car has disappeared, what visuals should the new SUV show? We decided to try a little more heartwarming material to depict our new cars - "color pencils", material that we have never used before. Once hand-drawn illustrations were made, we high-res scanned them, and put some small motion graphics on artworks. Our biggest challenging point was converting this palm-sized small drawings into a 80M-wided giant digital films. We never tried this convergence before since all the digital films were normally created from vector-based graphic tools. But it worked perfectly.