The protagonist and protégée.
Mercedes-Benz harmonizes music, fashion, art and culture with their first chapter of the #mbCollective fashion story.
Chapter 1 of the fashion story features up-and-coming Canadian rapper Tommy Genesis and award-winning British artist, M.I.A.
M.I.A. and Tommy Genesis represent Mercedes’ “Generation Now, Generation Next” campaign that introduces the new generation of the Mercedes-Benz fleet and features the SUV of the future, the Concept EQ.
Ultimately Mercedes wanted to create an international story that highlighted different talents throughout the globe in order to symbolize the Concept EQ’s connectivity, sustainability and human benefit.
The relationship between M.I.A and Tommy is captured by writer, filmmaker, and photographer, Luke Gilford.
For Gilford, working with this dynamic duo was about focusing on their energy and their inspiration saying, “I wanted to make their connection feel honest and raw – like the beginning of an amazing relationship.”
M.I.A. and Tommy are just the first pair of faces for the #mbCollective. There will be a total of three chapters released throughout 2017, all captured by Luke Gilford.
Chapter 2 is set to release in June. For now, visit Mercedes-Benz.com to see the full campaign and more behind-the-scenes footage of Chapter 1.
ALL IMAGES COURTESY OF MERCEDES-BENZ. SHOT BY LUKE GILFORD.