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Mercedes-Benz: Sergio Romo Series

Bay Area Mercedes-Benz Dealers were looking for a new way to build a connection with its dealerships, and there was no Bay Area institution more popular in 2013 than the San Francisco Giants. One of the team’s most personable players, closer Sergio Romo, was picked to star in a series of shots for a four year period.

Atomic Productions worked with Comcast Spotlight, the network’s advertising arm, to produce the ads.

The first spots appeared in 2013 when Mercedes-Benz introduced the C-Class model. In subsequent years, Romo’s spots expanded to focus on the line of cars available starting under $40,000. Many of the ads were shot in the studio, except one later on that was shot at a dealership in Pleasanton.


The Pleasanton shoot was a challenge from a lighting perspective because the cars are highly reflective and the showroom boasted giant windows. Atomic brought in one of the Bay Area’s premiere grip and lighting companies, Little Giant, to help solve that problem.


It’s one of the best looking multicar shots we’ve ever captured.



Bay Area Mercedes-Benz Dealers


Sergio Romo Series


2014 - 2016


Shot on our Red Dragon in the studio and on location. Lighting included Arri M90, 3 M40’s and 5 M18’s, we used a 60x40 custom silk suspended 30’ in the air. Editing and compositing were done on the Autodesk Smoke system and Adobe After Effects.