Our latest co-production with Radical Media for GTB and Ford EcoSport required acute attention to detail to accomplish every minute aspect. The commercial uses the familiar medium to tell one-of-a-kind, yet relatable, stories.
Accompanied by Elvis Costello and the Attractions, ‘Built for Your Next Step’ tells the tale behind each EcoSport, brought to life by the location of its destination. Unique stories are told in exemplary cinematic style, with the composition of each shot centered on mysterious pairs of feet stepping down from the Ford. The commercial then concludes in the reverse, as two individuals depart in their Ford, and it takes them away to new adventures.
Produced in Scotland during October 2017, the personal stories featured by the advert are bookended by imposing views of the car navigating Scottish country, ferries, and dramatic munros.
How did we make this vision into reality?
Directors Josh and Xander wanted to be, “totally forensic with the details,” as the personality behind each EcoSport is revealed through his or her footwear. The different elements of each shot work in unison to unveil, in an instant, the narratives on display. Wellies, trainers or slippers point each wearer towards a different major milestone, and, therefore, we ensured we had enough wardrobe for the holistic storytelling.
The final city locations selected by our Location Team were all in urban Glasgow. These locations needed further coordination with the Art Department, transforming the right spots for the shoot into the right spots for the story. A West End pub was transformed into the imminent bistro opening, and a university building became “Adopt!”, the dog rescue home. For the pet adoption, making this scene into a reality required the presence of three dogs, accompanied by a vet, on set.
“Directors, Josh & Xander really enjoyed the whole experience and were impressed with the variety of locations and the skill of the local crew and production team.”
Producer, Radical Media
After the montage of EcoSport arrivals, one is anxious to see the car get up and go. Ideal roads, ferry docks and ferry types were located by our team, and, subsequently, these shots required careful planning for their execution in remote locations, as well as from the desired aquatic and aerial angles.
We had a three day director's recce, two days of tech recce, and, finally, a three day shoot. No stranger to car shoots, our Production Team clearly communicated what EcoSport models were needed for different aspects of filming at specified times and locations. The team also made logistical arrangements for up to seventy-five individuals on certain shoot days, which included client and agency personnel, as well as cast and crew.
A drone captured the ferry scene, requiring both an aviation license and mapping out the flight path. The weather was indecisive, which proved challenging, but was overcome through capitalising on the cinematic results it could produce. The intermittent rays of sun and spray from the ocean waves added interesting contrast and drama to the end product. The shoot further benefited from the full cooperation of the boatyard and its workers, which LS had garnered to provide for exclusive use of the slipway.
"[Josh & Xander] really engaged with Scotland, its people and its landscapes, and, for me, it’s always good to shoot something that doesn’t have to be based specifically in Scotland. ”
Executive Producer, LS Productions
Traffic was managed in Glasgow city centre, as well as along the weaving roads of Loch Lomond and the Trossachs National Park, with the support of local authorities and police forces. Risk assessments were conducted, precision drivers hired, and qualified crew acquired to operate the Scorpio Arm. Each element came together to capture the heartracing shots of the EcoSport embarking on a new journey down the road, aptly named, ‘Rest and Be Thankful.’