Mercedes-Benz Grow Up

March 2017

Mercedes-Benz’s “Grow Up,” is an ambitious, digital-focused campaign that begins with five short films and continues throughout the year. With a distinct, dynamic approach, each film focuses on characters balanced on the edge of ambiguity between adolescence and adulthood, meditating on what it really means to “grow up.” One of these films, entitled “Get a Job”, stars rapper A$AP Rocky. Realised in collaboration with the antoni agency, the series was directed by Gustav Johansson through Iconoclast.

Watch the whole “Grow Up” series here.

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