Overview

We were commissioned to produce the launch film for "Apollo," Mercedes-Benz's first humanoid robot designed for future integration into digital factories. The unveiling took place at the Digital Factory Campus in Berlin, marking a milestone in automotive robotics. Our objective was to stage this groundbreaking technology in a way that felt both revolutionary and sophisticated, introducing the world to the next generation of industrial automation.

Challenges & Approach

To match the cutting-edge nature of Apollo, we opted for a high-tech "Science-Fiction" aesthetic. This was achieved by utilizing specialized anamorphic optics, which provided the cinematic breadth and characteristic lens flares associated with premium futurism. The primary challenge was the extremely limited window of time we had with the robot for the actual reveal. Every shot had to be executed with surgical precision. By focusing on sharp, metallic textures and dynamic lighting, we were able to capture all the essential footage required to tell the story of this first-of-its-kind humanoid.

The result

The final film successfully positions Apollo as a pioneer in the "Digital Factory" landscape. The anamorphic look elevated the robot from a technical prototype to a cinematic icon, creating significant buzz during its presentation in Berlin. Despite the tight schedule, the collaboration resulted in a visually stunning piece that perfectly bridges the gap between modern manufacturing and the future of robotics, delivering a high-impact reveal for Mercedes-Benz.