Passion Raw Steers The Action In Mercedes' 'Style Pit Stop'

Passion Raw Steers The Action In Mercedes' 'Style Pit Stop'
 
The rule of content seems to be pretty simple – make something people actually want to watch, and they'll actually watch it! Be it an illuminating web series, an eye-catching music video, a behind-the-scenes look at a complex process or a standalone piece of filmic creativity, it generally seems to be that if the content itself is engaging, engrossing and (whisper it) un-ad-like, it'll be enjoyed, shared and respected.


The latest brand to employ the 'let's make something good and interesting' model is luxury car brand Mercedes Benz, utilising the skills of production company Passion Raw to create a smart new web series.
 
'Style Pit Stop' is an entertaining and smartly put together series of micro interviews, centred on youth-culture (don't be scared) icons. Quizzed by the ever-reliable Reggie Yates, the films explore the subjects' fashion, style and aesthetic ethos, and how that ties into their careers. The brand injection – the stars are driven around in a lovely-looking  Mercedes Benz. Delightfully low-key in its product placement (sample dialogue: 'This is nice', 'It's alright innit'), the film allows its subject Tinie Tempah (and latterly Daisy Lowe) to speak about his influences and style heroes without distraction.
 
We spoke to Passion Raw director John Turner about the project's attitude, the production of compelling content and how to hook a car up with cameras.
 

How did you get involved in the 'Style Pit Stop' project? 
 
My EP at Passion RAW Dan Scott-Croxford had started conversation with, Mercedes and AMV BBDO about the project and he brought me into the mix as the man for the job. 
 
How involved were you with the creative content? Where did the connection between Mercedes and fashion come from? 
 
There was a very strong initial idea of what these films were going to be about that Reggie had developed with Mercedes and a basic idea of their format. I then stepped in to find the best way to develop these films and make them in an original, stylish and relevant way.  I think Mercedes as a brand is synonymous with style and they are sponsoring London Fashion week so it all seemed to come together nicely. 
 
Was it important to get a figure like Reggie involved for the interviewing? Is he as good at guiding conversations as he appears from the video? 
 
Reggie was essential to the success of these films. His ability to dictate and guide the conversation was amazing.
 

The visual style of the films is quite distinct, particularly the car-based interviews. How did you coordinate the chats? Were you influenced by projects like Robert Llewellyn's 'Carpool' and Jerry Seinfeld's 'Comedians In Cars Getting Coffee'? 
 
They were a distant reference yes, but I tried to find my own style and language for the way the films were shot and the way they ended up looking. I approached them with the word "style" always in the back of my mind and a few film references thrown in for good measure.
 
What's the balance between glamorous shots of the car and actual interview content in the edit? Do you get to dictate what gets shown?
 
 This was something that became obvious as I worked on the edit. I wanted the films to feel like a documentary and not a traditional car commercial, so it was a case of creating a sense that the car was just another character within the story. 
 
All of the episodes clock in at around the 2/3 minute mark. Is that the magic number when it comes to audience engagement? Would you prefer a bit more time to explore the content? 
 
I think it's super important with these types of films to find the perfect length that gives people the right amount of entertainment but leaves them at a place still wanting more. Having said that the chats between them were so engrossing they could have been 30mins and still worked.
 

Do you enjoy working in this form? Would you do more? 
 
I love working in this form, and relish the chance as a director to work in such way that through careful planning I can also allow a sense of freedom and chaos to become part my creative process
 
What's up next for you?

I'm continuing in the documentary vein and am flying out to Durango in the States to film a documentary on vintage denim hunters. I'll be following them through ghost towns, remote outposts and down an abandoned gold mine that dates back to 1870. I'm a massive denim head myself so this is a dream job, I've just got to try and not blow the budget on a pair of rare vintage Levi's if they come across my path!