So what did Praxima do?

Working closely with Publicis, Praxima took a pivotal role in the project by delivering our cinematography services. In addition we provided a fully equipped and experienced crew, bringing together the best of our technical kit to ensure the camera department had everything necessary for the successful shooting of the idents.

One of the most demanding aspects of the shoot was overcoming the unpredictable British weather. Despite the film’s creative concept calling for dry, sunlit conditions, we found ourselves battling a rain-soaked summer day. This presented a significant challenge, particularly in protecting our hero vehicle, which was essential to maintaining the continuity and authenticity of the final footage. Through some quick thinking, meticulous attention to detail, and clever use of protective covers and controlled shooting environments whenever possible, we kept the vehicle bone dry.

The outcome was a series of visually charged idents that perfectly matched the creative direction, delivered on time and on brief despite the adverse conditions.