Castrol LIFE IN mY SHOES
TVC and social media campaign
CASTROL EDGE: LIFE IN MY SHOES
Castrol are main team partners for the Renault F1® team and trusted lubricant suppliers. They wanted to promote their association with Renault and the Castrol EDGE brand. We were asked to develop a creative concept that could maximise the opportunity of filming with the team’s charismatic driver, Daniel Ricciardo. The challenge: we only had a tiny 2hr slot with Daniel and he wouldn’t be driving!
We developed an idea that built upon Daniel’s fun personality, and the notion that those who live on the edge of performance seek exhilaration, pushing themselves that little bit further. Known for his ‘shoey’ antics where Daniel drinks champagne from his shoe, and his love of everyday exhilaration, we based the creative around what life feels like in his shoes.
With references from Daniel’s life outside of F1, we created magic ‘shoes on tour’ moments of surfing, sailing, hiking, singing on stage etc. To creatively maximise this idea we devised a technique that combined the hero shoes with still imagery and multiple animated layers . Whilst his shoes are ‘on tour’, and playing on Daniel’s personality, we thought it would be fun if he then believes he’s lost them, which starts a light-hearted search with the help of his trusted Castrol mechanic.
We planned for a day of limited access to Daniel, in part by casting a body double also called Daniel! This enabled us to create scenes that wouldn’t require Ricciardo’s attendance. We also connected with the Renault team for a fast shooting ‘magic hour’ scene at the end of the day to produce the final sequences including five different pack shot versions. All very fast and very agile!
Over 200 deliverables ranging across social, web, and TVCs. These were all produced in 6, 15, 30 and 60 second cuts and each produced in a range of formats and platforms, with multiple spin-off visuals including stills, poster frames and animated GIFs. Everything was re-versioned with region specific pack shots to cover the global reach and needs of Castrol’s markets.