Wednesday, 3. October 2012 - 9:30 am
Commissioned by Mercedes to promote their new E-class car, E-A-Ski and Ice Cube enlist Rock Jacobs to shoot this gorgeous promo-commercial hybrid for Cruise Control. Shot in San Francisco, Rock captures the beauty of the city and the bay area with some superb photography from DP Felipe Schmidt.
Rock Jacobs had this to say about the production:
“Cube and Ski approached me a bit back and said Mercedes wanted to do something with them for the roll out of the new E-class – something epic. Basically a music infused version what BMW were doing with their mini films back in the day… I took that and ran to do the moon.
“We pitched the concept to Danny Glover and he was totally in. The city of SF really got behind us for this one, I guess part of the perks of being an SFSU alumni. I’ve shot in SF many times from Too Short to DJ Sharam but nothing like this. It was incredible to work with such great talent. The house I shot Danny in is number 9 on the top 10 most expensive homes in SF.
“It was a stretch to balance to star three major stars all while featuring a product. I didn’t want this to just be a music video with the car as a prop nor did I want to just show the car solo cruising so I came up with a story line that would star them all. A cinematic clip that would start out as a mini movie with no traditional performances.
“Coming off the bay waters introducing SF as our canvas and painting stark imagery of the car all around it with our three stars. I chose not to mention Cube or Danny in the intro credits so viewers would be surprised once they saw them. Introducing Danny’s voice to make you think is that could it be and then there he is.
“My favorite shot of the video is the sillohette shot of the bay bridge we had to be there just before sunrise – I believe 5:46am – just to be able to catch the light at the right spot. This was a fun shoot I was very happy to be able to come back to my hometown and do it justice showing it off to the world with the help of my family Ski, Cube, and Danny Glover.”
E-A-Ski ft Ice Cube & Danny Glover
Client: Mercedes Benz
Director: Rock Jacobs
Production Company: New Treatment
Executive Producer: Ricco Brown, Junior Quartey
Producer: Enrique Caldera
DP: Felipe Schmidt
Editor: Whitney Weir
Colorist: Azim Tirmizi
Rep: Yi London