The Mercedes-Benz Fashion Week (Madrid) was an event in which the brand aimed to build its story of craftsmanship, whilst delivering an unexpected and surprising audio-visual experience. Limiting the narrative elements to just the logo and label design, we created a relevant story for fashionistas and craft lovers alike. The project posed two main challenges: the first was to tell a story which would be understood by the public when they were looking at the screen. The second challenge was trying to reduce the repetitive effect the video projected on “loop” could create.

A deconstructive mobile installation was built using the different elements from the logotype and the label with the Thales theorem. By rotating the elements and superimposing them on top of the bottle, we conveyed the illusion of “crafted beer”. We created an endless ballet – the end would coincide with the beginning - which would rotate or “dance” around the bottle. All the scenes were filmed in a 360º set with a black background, which allowed us to position and move the camera freely. The end result was ever-vivid and engaging.

The concept created is entirely new in terms of communicating the brand: audiovisual branding used in digital environments. The result in the Mercedes-Benz Fashion Week in Madrid showed how Mahou, by using this film, has been able to stand out and differentiate itself within its category in the market. The film also embraces the digital component in the brand and adapts to today’s current market where digital is essential. The versatility this concept offers is outstanding as it can be used in every type of screen.