Lucozade is brand that has always celebrated energy, this is a commercial that showcases how hard working the glucose ingredient is to deliver this energy. We follow the commercial’s hero, ‘Dan’, on a glucose-powered lyrical journey from the ordinary to the extraordinary from spreadsheet smashing to explosion ignoring and everything in between.

Lucozade gives you the energy you need in your day to day life, so we wanted to create a real believable environment rather than an effects heavy world even when came towrestling crocodiles and ignoring explosions). So keeping everything feeling very ‘in camera’ was a priority with special attention paid to shots like the ‘flying the jet-pack to work’ scene. For this shot, we built a seat on a pole on the back of a flat bed truck and put a crane on board, then drove it through a mass of parked cars. So the only real post production in a shot like that was painting out the pole and adding the jet spray (wind scuppered our attempts to get that for real). Similarly the explosion we shot as two passes in same location instead of using stock footage. The crocodile is a real stuffed croc that is being puppeteered with wires.