In recognition of LGBT Pride Month Mercedes-Benz USA has teamed up with Australian director Jason Evans (Infinity Squared) and The Mixx to create a new spot that celebrates the fundamental importance of human connection.
Cast from New York’s diverse LGBTQ community the campaign brings together a group of mostly non-actors. Weaving together a poetic and affecting narrative, representative of the broader LGBTQ community. For the longer 90 second hero piece the brand chose to work with Leyna Bloom, who recently became the first transgender woman of color to star in a movie which premiered at Cannes.
It is Leyna’s powerful narration, thread throughout, that is the backbone of the piece. The video begins, “For me, everything started from within. I grew up in a world where I didn’t fit in so I wanted to create a new world that I did” before Leyna shares insights into her personal journey including struggles and achievements, looking to both the future as well as acknowledging the past.
For any enquiries regarding Evans for local projects please contact Dave Jansen: email@example.com.
Director: Jason Evans
DP: Anthony Carella
Narrator: Leyna Bloom
Production Company: Curfew
Agency: The Mixx