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ContagiousLA’s Andrew Laurich Directs PGA Tour’s Rickie Fowler For Mercedes-Benz
Branded Video Campaign via Merkley+Partners spans celeb/humor, visual and storytelling genres
- Tuesday, Jul. 5, 2016
Santa Monica, CA
ContagiousLA (CLA) has completed work on a bold, branded video campaign via Merkley+Partners that speaks to the full range of Mercedes-Benz drivers. With this expansive automotive project, CLA director Andrew Laurich demonstrates a deft hand, from a tech-centric short film for the 2017 E-Class, to a narrative piece for the GLS about a mom and her son that focuses on safety and engineering, and, finally, PGA Tour Professional Golfer Rickie Fowler appearing in a video for the C-Coupe that is both aspirational and inspirational. The latter two videos feature the familiar voice of Jon Hamm. This is Laurich’s second round of videos for the agency and carmaker.
The diverse campaign is a good fit for Laurich, whose 125th Anniversary short film campaign for Carhartt shows a flair for the dramatic, while his dark comedy A Reasonable Request screened at both Sundance and SxSW in 2016. “Automotive work affords the opportunity to shoot kinetically, capturing the look and feel of the cars, which scratches a visual itch that doesn’t always present itself in comedy,” Laurich observed. “Regardless of the ‘genre’, a lot of what I do is about making work that feels accessible — whether that’s bringing levity to a fairly serious genre, or bringing heart.”
“Andrew took on the challenge of directing a package of 3 unique spots for Mercedes-Benz. Working with him for the first time, I was very impressed with his ability to put the pieces together and manage a very challenging shoot all while taking a refreshing sense of humor along with it,” said Brian Hall, Creative Director, Merkley+Partners. “He’s not only quick on his feet, but he also brings great vision for storytelling. Andrew’s strength in directing talent was clear from the start of casting and continued throughout the shoot. In the end, we produced three beautiful films that our agency and client were very proud of.”
To view Andrew Laurich’s work, visit ContagiousLA.
About Andrew Laurich
Andrew Laurich has written and/or directed dozens of broadcast commercials and integrated content for various brands, including Coppertone, Department of Justice, Farmers Insurance, Foot Locker and Sears. In 2011, Laurich was selected for SHOOT Magazine’s New Directors Showcase. He was honored that year at Cannes for his branded Sovereign Bank short, and received similar acclaim at the 2012 Lions for his Johnnie Walker spot, “Man’s World”. In 2014, his music video, “Old Bike”, for singer-songwriter Rob Cantor, received a Best Music Video nomination at the One Screen Festival.
In 2012, Laurich struck up a collaboration with trailblazing adman Gabriel Miller on the short film, Art & Corny. The mockumentary features advertising’s biggest names and won the Merit Award at the 2012 One Show Awards. Their dark comedy, A Reasonable Request - co-written by Laurich and Miller, and directed by Laurich - won Best Comedy at the 2015 HollyShorts festival, was named “Today’s Best Short” by Digg, ranked amongst Vice’s Top 10 Shorts of the Year, shortlisted for Vimeo’s Best Videos of the Year, and bears the rare distinction of screening at both SxSW and Sundance.
ContagiousLA is presided over by Co-Founder/Executive Producer Natalie Sakai. The artist roster is comprised of directors Andrew Laurich, Jeff Jenkins, Ben Ketai and Andrew Renzi, VR director Benjamin Arfmann and photographer Diana King. Campaigns for Carhartt, City of Hope, Farmer’s Insurance and Mercedes-Benz are complemented by projects such as the award-winning short film Art & Corny - starring advertising luminaries Lee Clow, Gerry Graf and Jeff Goodby - and A Reasonable Request, one of the most lauded comedy shorts of the year. www.ContagiousLA.com