The Mercedes-Benz “Fable” commercial, which aired during Sunday’s Super Bowl, was a fun reimagining of the classic story of the tortoise and hare. Back in August, we had the opportunity to work with the creative team behind the spot to create a storyboard. When Merkley+Partners approached us for artists, they knew they wanted a realistic look and we started pulling options. In the end, it was Doron Ben-Ami’s tight style that won them over, but the challenge was to deliver that style in just a few days. That’s when we decided to bring in Ben McCoy.
Working from a script, we started with some rough thumbnails to establish blocking and positioning. The pair worked together closely, with Ben pulling together swipe and helping to compose frames so that Doron could really take the pieces and run with them. His work helped set Doron up to create something really great.
It was also important that we get the right look for the animals. The creative wanted realistic animals that weren’t cartoon-like, but still retained character.
And that character is important when the crafty tortoise throws “slow and steady” out of the window and blows past a cocky hare in his speedy Mercedes-AMG GT.
See the full commercial here: