“Always restless” – A surreal, youthful campaign presenting the new Mercedes-Benz GLA, starring Georgia May Jagger and shot by Serge Leblon

“Always restless” – A surreal, youthful campaign presenting the new Mercedes-Benz GLA, starring Georgia May Jagger and shot by Serge Leblon

It is a state of being, an approach to living. Where anything and everything seems possible. The world is yours for the taking.

The renowned streets of New York City provide the urban setting for this dynamic new Mercedes-Benz film and key visual.

It’s that magical time of night. Or perhaps one should say morning. Georgia May Jagger dances seductively in the spotlight, her silver heels mirrored by the shine of the new Mercedes-Benz GLA. Georgia, Eliza and Vincent invite you into their world. Headlights gleam with the promise of the excitement yet to come. The new GLA is the perfect car for their adventure.

With its sleek exterior and luxurious interior, the new GLA may look like a stylish compact SUV, but it is a vehicle that exceeds expectations. Peer a little closer and discover its youthful, wild side. The new GLA stretches the boundaries of technology, efficiency and design. But it also pushes you to go further in life.

David Carette, the creative force behind the new Mercedes-Benz film and key visual, tells a spellbinding, sensual story laced with intrigue and limitless possibilities. We are constantly encouraged to expect the unexpected. A giant toy panda in the front seat of the car – why not?

The internationally renowned fashion director, Nicoletta Santoro, perfectly complements the youthful feel of the GLA with her choice of fashion: a fun, playful palm-print mini-dress with a transparent, pipe-trimmed belted trench. Styled for a night out in the city.

Carette’s innovative campaign is compellingly captured through Serge Leblon’s pensive aesthetics. Fluid shots of the beautiful trio, dancing and laughing under the neon lights and shadows of Chinatown, create an almost dreamlike state for the viewer. The new GLA glides seamlessly into view.

The car and the protagonists are meant for one another. So…

“Let’s go somewhere else.”

The protagonists:

Mercedes-Benz GLA

The breathtaking design of the all new GLA is alluringly sporty and innovative, reminiscent of a coupé. Dynamic and sleek, the new GLA is the car for people who live life to the max. As the “motivator for an active, versatile lifestyle”, the GLA constantly challenges its driver to be a groundbreaker. Ultimately, it is asking the driver to conquer the world beyond everyday life: “Always restless”.

Georgia May Jagger, Main model

London-born 21 year-old Georgia May Jagger is the youngest daughter of Rolling Stones lead singer Mick Jagger and model Jerry Hall. One of our top contemporary international supermodels, Georgia has worked with major fashion houses such as Chanel, Miu Miu and Louis Vuitton and appeared numerous times in VOGUE, Harper’s BAZAAR, W Magazine and Numéro, among others. Georgia May Jagger has proved to be the perfect match for the new GLA. Beautiful, with a wild streak.

David Carette, Creative Director

David Carette is an industry leader who unfailingly creates and produces unique, inspirational imagery. Carette founded the influential Art Direction agency Demain, il fera jour, whose clients include KENZO, Dior and many others.

Serge Leblon, Photographer/filmographer

Serge Leblon is a Belgian fashion and art photographer whose unique style of image-making has attracted clients such as Hermès, Sonia Rykiel and Cacharel. He has published work in numerous publications including VOGUE, Dazed & Confused, i-D, Self Service, The Face, AnOther and Purple.

Nicoletta Santoro, Stylist

Former International Fashion Director at Large of VOGUE China, Nicoletta Santoro has worked with such fashion and photographic icons as Helmut Newton, Richard Avedon, Annie Leibovitz and many others. During her career, Nicoletta has been consulted by the likes of Jil Sander, Alberta Ferretti, Donna Karan and Carolina Herrera.

Eliza Sys, Female Model

Belgian-born Eliza Sys is a much-in-demand, upcoming model, currently living and working in New York. Sys has already worked for a number of major fashion houses, including Chanel, Dolce & Gabbana and Maison Martin Margiela. She was featured in Italian VOGUE, ELLE and Marie Claire.

Vincent Lacrocq, Male Model

During the course of his career in the fashion industry, French-born Lacrocq has built up a long list of top-tier clients including Louis Vuitton, Givenchy, H&M and Bally. Past editorials include L’Officiel Hommes Italia, Wonderland Magazine, Esquire and V Magazine. Besides modeling, Vincent is an aspiring videographer.

Further information can be found here: www.mercedes-benz.com/fashion

photos © Mercedes-Benz Fashion

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