Mercedes-Benz USA launched "What Makes Us" around the 2018 Masters Tournament. Six 30-second spots, each built on one brand line, all narrated by Jon Hamm. This one carried the line "Can't is a challenge".
Four of the six were shot live. This spot and its companion "First is Forever" were not: The-Artery built both entirely in CG. The team staged them in a real time collaborative VR environment running Nurulize's Nu Design with Atom View, so Paul Cameron in Los Angeles, Vico Sharabani in New York and Rob Moggach in Toronto could work one virtual set together. Final frames rendered in Redshift at 2.5k through GridMarkets cloud rendering.
Mercedes-Benz later reused the pipeline to show the AMG Project ONE hypercar.