CANAL+ is launching a new TV series called BRI about police’s special forces. The brand needed a poster with all the actors and actresses of the show for promotion. They turned to long-time ad agency, BETC Paris, to conduct the photoshoot. 

BETC didn’t follow the usual photoshoot process.

Instead of going for the usual ultra-glamorous poster designs for ensemble TV shows, the creatives at BETC Paris had another idea – the most extreme photoshoot ever.

There was no make-up nor fancy costumes. Not even a photographer. It was an actual special forces training operation with the targets serving as cameras.

As a result, the raw and real emotions of the actors reveal the tone of the new TV show – thrilling, passionate and captivating

BRi is inspired by the real lives of special forces of the police. Its story is real, and it is lifted by the performance of the actors, who underwent an actual police training during several weeks with current members of the special unit depicted in the show. BRI was made to give viewers a look into the world of special forces and the numerous challenges that they are facing.

The series ended up being the biggest original creation for CANAL+ in the last 4 years.

Nicolas Lautier, executive creative director at BETC Paris, commented, “It is quite unique not to hire a photographer to promote a new series. This time, we went for a cold setting that mimics the high realism of the show. A real adrenaline shot.”

The outdoor campaign encapsulates the spirit of the new original creation by CANAL+ and a QR code on the visual allows the audience to discover the behind the scenes video of the poster. The first episodes of BRI started airing on April 24.

Credits:
Client: CANAL+
Client Team: Emilie Pietrini, Celine Pontygayot, Morgane Jagline

Agency: BETC Paris
Chief Creative Officer: Stephane Xiberras
Executive Creative Director: Nicolas Lautier
Art Director: Rayhaan Khodabux
Copywriter: Julien Sens
Agency Management: Mathilde Lancon, Tenee Diouf, Kenza Daoudi
Traffic Manager: Nina Kaufman
TV Producer: Slim Trabelsi

Production Company: Partizan
Directors: Kendy Ty & Julien Soulier