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 "First is forever".
Two of the six were made without a camera. The-Artery built "First" and its companion "Can't Is A Challenge" entirely in CG and staged them in a real time collaborative VR environment running Nurulize's Nu Design with Atom View. Paul Cameron worked from Los Angeles, Vico Sharabani from New York and Rob Moggach from Toronto. All three were in the same virtual set at the same time, directing it together. Final frames rendered in Redshift at 2.5k through GridMarkets cloud rendering.
These were the first commercials produced this way.