Mill+ director Tim Fox and The Mill post teams in three countries pull together for an adventure in design maximalism for this cross up of Mercedes-Benz and the 2023 League of Legends World championships held in Seoul.

Tim Fox: “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!”

“As the auto industry continually evolves, embracing the digital age and resonating with the tech-savvy generation becomes imperative. By partnering with gaming giants, Mercedes-Benz cements its place as an industry innovator and a brand that resonates across diverse demographics.”

Watch the making-of video:
 

 
 

 
Client: Mercedes-Benz AG

AGENCY: Antoni Garage GMBH & Co. KG
Managing Director: Marcell Francke, Daniel Dürbeck, Tilman Gossner
Agency Director: Roy Schröder
Executive Creative Director: Gün Aydemir
Creative Director: Augusto Santos
Copy Writer: Pam Boschma
Script Development: Creatives @Antoni
Creative Producer: Sergii Eisenstadt, Marjorie Jorrot

Production: Mill+
Director: Tim Fox
Executive Producer: Becca Jones
Senior Producer: Larisa Covaciu
Production Assistant: Sam Ashby
Business Development Director: Josh Moore

VFX/post: The Mill London
CD: Anthony Bloor
2D Lead: Declan Andrews
CG Lead: Ted Harrison
Animation Supervisor: Marion Strunck
Asset Supervisor: Will Burdett
Editor: Zoe Izzard
Storyboard: Steve Taylor
Concept Artist: Tim Fox, Thomas Muller
CG Team: Andreas Graichen, Paolo Ceresa, Margaux Huneau, Clementine Supiot, Alberto Lara, Thomas Craig, Dane Armour, Chris Welsby, Jean Grandgirard, Jack Enever, Arnau Gilabert, Luke Dadley, Keith Kamholz, Marc Greyvenstein, Artur Drozdowicz, Tanya Ljubimtseva, Stephen Heidacher
2D Team: Rafael Vormittag, Davide Metti, Giacomo Verri, Lester Brown
DMP: Jiyoung Lee
Design: Tim Fox, Barry Chapman, Jayden Kimpton
Online artist: Leah Ayinde
Korean Translator: Jiyoung Lee

Post: The Mill Seoul

Post: The Mill Bangalore
Associate Producer: Aisswarya J
Production Coordinators: Saranya Reddy
DFX Supervisor: Laique Quraishi
Asset Lead: Sunil Manohar Mohapatra
Animation Lead: Sriker Balakrishnan
Asset Artists: Rakshith U, Debdutta Gayen, Ravi Kulwantsingh Ubhi, Shahid Hussain, Vishal Vijay Patil, Aditya Jaiswal, Suraj Hariharan, Sandip Dhole, Sunku Ayusha, Manukuru Manikanteswara, Sanju Sankar, Prashanth C, Sanjaykumar H V, Sumit Yadav
Animation Artists: Raman Bhatia, S Anashwara
FX Artists: Madivadanatamilparidy Ramamoorthy, Rohit Kumar

Color: The Mill
Colorist: Katie Dymmock
Color Producer: Dan HIlls
Color Assist: Caitlin Donaldson, Rory Leighton, Kennedy Dawson

Music: AMP GMBH
Sound design: Echoic