The-Artery Founder and Executive Creative Director Vico Sharabani is a sort of production jack-of-all-trades.

He started as a sound engineer but found that his knowledge in that area allowed him to move easily into the video side of the business. And today, he’s enjoying the entrepreneurial and business side of building The-Artery into a next generation production studio.

Among The-Artery’s clients recently is Mercedes, with whom The-Artery worked on the above spot. It was created using mind-bending virtual reality software that allowed renowned cinematographer Paul Cameron to shoot the spot without ever really going anywhere.

To see a behind-the-scenes look at Cameron working in virtual reality, watch the below:

And to hear what Sharabani has to say about everything happening on the cutting-edge of design and production, listen in on today’s episode of The Daily Brief Podcast:

CREDITS for Mercedes Benz | Masters | First

Client: Mercedes-Benz

Agency: Merkley+Partners

Production/Editorial/VFX/Post: The-Artery

Executive Producer: Deborah Sullivan

VFX Producer: Lynzi Grant

Head of Production: Melati Pohan

Executive Creative Director: Vico Sharabani

Director/Cinematographer: Paul Cameron

Director/VFX Supervisor: Rob Moggach

Editor: Michael Elliot

Virtual Reality Software: Nurulize

CEO/Co-Founder: Philip Lunn

Co-Founder: Scott Metzger

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Tags: mercedes podcast the artery the daily brief podcast vico sharabani

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