Los Angeles – In the second film of its short series, Fashion Creatives, Mercedes asked Los Angeles director Bo Mirosseni to explore the meaning of modern luxury.
The film starts with the character Marco attempting and failing to come up with a speech on the meaning of luxury for a conference. As the film continues, Marco goes into further states of panic, having a hallucination featuring a marching band, his stress rising – represented by the constant beat of a drum – as he tries to find the words. The surrealist nature of the film is beguiling and engaging, but all is not lost for Marco.
He is then picked up for the event in a Mercedes-Benz SLS AMG, and who is at the helm? It is Johannes Torpe, creative director of Danish brand Bang & Olufsen, the creator of luxury technology goods. It becomes clear that during this journey in the Mercedes, with Torpe at the wheel, the film’s protagonist might discover the true meaning of luxury – just in the nick of time.
In recent years, fashion brands have increasingly poked fun at themselves with ironic short films. It is interesting to see a car company take on The Irony of Fashion point of view, and use satire to express the brand’s vision of luxury.