28.02.2008 by Zoltan

Lazy creatives

Anyone with even a passing interest in motion graphics knows Pleix, and their awesome piece ‘Birds’ (bottom image). Which is why I find this new work for Mercedes’ C-Class Estate by Agency Republic (top image) so disappointing.

OK its a different breed of dog, and there’s no neon in sight - but its the same camera and exactly the same idea. Oh hang on, they put non-living things in front of the camera too? Oh sorry, that makes all the difference… Sure the paint looks nice, but it says nothing conceptually (except lazy creatives). The production isn’t even the half of the Pleix original, so there can be no ‘extending the idea’ defense either.

All in all, a great shame because their previous work for Benz has been so very nice…