E!’s Glambot, which is known for taking super slow-motion footage of stars on the red carpet, meets a celebrity he (she?) just can’t shake when Mercedes EQS-SUV drives on the scene. Ogling the car inside and out, the Glambot fixates on the car’s grill, wheels, sleek interior and high-tech hyper screen.
While E! Glambot Director Cole Walliser is sympathetic to Glambot’s feelings, they’ve got a job to do so soon they’re back at it, capturing celebs as they make their entrances.
The piece was produced for E! and Mercedez-Benz by Los Angeles-based Ringer.
“One of the most exciting parts of the project was turning the E! Glambot into a character,” said Rob Meltzer, Ringer founder as well as the spot’s writer and director, in a statement. “We used several techniques, including pre-programmed head and body gestures, real-time improvised gestures, and lens iris changes that simulated an eye opening wide.”
Ringer created computer-generated set extensions to capture the scope of a typical red carpet arrival. The agency then designed two unique red-carpet settings for two different spots: the first that aired on E! prior to the Grammy Awards on Sunday, February 5 and another that will run during red-carpet arrivals for the Oscars on Sunday, March 12.
SVP, Marketing: Jamie Cutburth
SVP, Strategy, Creative, Production & Project Management: Steven Rummer
VP, Creative Partnerships: Sharon Ngoi
VP, Marketing: Meredith Momoda
VP, Marketing: Emily Perrone
Sr. Executive Producer: Janelle Albino
Sr. Director Marketing, Live Events: Abbie Rivera
Sr. Project Director: Kendal Stavros
Creative Director: Lisa Esselstein
Director, Marketing: Jessica Vitti
Sr. Writer/Producer/Editor: Jack Douglas
Sr. Producer: Lance Billington
Sr. Manager, Marketing, Live Events: Jose Valadez
Sr. Manager, Marketing: Hannah Collings
Manager, Marketing: Rachael Haase
Specialist, Marketing: Caitlin Murray
Client: Mercedes-Benz USA
Sr. Campaign Specialist: Geoffrey Drum
Agency for Mercedes-Benz USA: Merkley + Partners
Account Supervisor: Julia Breckwoldt
Agency/Production Company: Ringer
Writer/Director: Rob Meltzer
Executive Producer: Silke Thompson
Head of Post Production: Daniel Elkayam