ABOUT

The Brief

The series 'Drive to Perform' created by Sky, Shell & BMW consists of four episodes following Soccer AM's Adam Smith as he sets out to see what it takes to be a professional footballer. The aim of each short episode is to highlight the psychological tips and tricks required to achieve high performance - whatever the discipline. Adam receives advice from the three separate professionals - Jodie Kidd, Sam Fane and Colin Turkington, on how to perform at the top of his game. The conversations needed to be captured as naturally as possible - the clients made it clear that the rapport between the interviewer and interviewee was the most important part of each film.

The Process

Our Video Production team produced each episode filmed in the new BMW M5 on the back of a low loader across three different locations. Before the team had even set off, they needed to be sure that their planned route would cause no issues for the low loader. Driving around on narrow roads in the countryside was a challenge, but didn't present as many obstacles as driving around in the crawling traffic of Central London! The team had to contend with frustrating one-way systems, pot holed roads and adverse weather conditions.

The Result

The celebrity-led videos will feature as a native article on the Sky Sports and Sky News websites and shortened versions of the content will run as ads across Sky's TV, VoD and social channels. The TV campaign will also run through the innovative Sky AdSmart targeting platform, allowing BMW and Shell to deliver bespoke content to a relevant audience of affluent drivers at scale. The three videos were gradually released, and the final episode with Colin Turkington has just been released. See the final results on Sky's website here.