Two women sitting on the ground near a rocky cliffside, with a blue Mercedes-Benz car parked on a dirt road in the background. M.I.A. and her Canadian protégé Tommy Genesis teamed up for Mercedes-Benz's #mbcollective Chapter One campaign in 2017

Concept EQ Chapter One

Creative Collaborators

Luke Gilford

Client

Mercedes-Benz

Synopsis

Commissioned by Mercedes-Benz for the #mbcollective Fashion Story to usher in the brand’s next-generation electric vehicle platform, we produced a multi-chapter campaign and visual story directed by Luke Gilford centered on connection, mentorship, and creative legacy. Anchored by pioneering artist M.I.A. alongside her protégé Tommy Genesis, the film weaves Luke Gilford’s intimate, sun-drenched cinematic language with futuristic automotive innovation—positioning the brand's forward-looking tech vision directly at the intersection of high fashion, underground music, and modern visual culture.

  • A woman with short red hair and makeup peeking through green fern plants against a clear sky.
  • Woman with curly dark hair wearing a gray coat standing outdoors near rocky terrain with a silver car parked in the background.
  • A woman with red hair wearing a red blazer smiling with her eyes closed next to a silver Mercedes-Benz concept EQ electric car, with a seaside landscape in the background.