• Brief:

Create a key visual for the first season of B.R.I as authentic as the show.

• Situation:

The launch of a new police TV Show on Canal+ about the Research and Intervention Brigade which specialises in anti-gang and counter terrorism. A highly anticipated series that marks the return of French police tv shows on CANAL+, reminiscent of the platform’s best Créations Originales and biggest hits such as Braquo, Spiral or The Bureau.

• Objectives:

> Encapsulate and illustrate the show’s strengths: authenticity and rawness, the feeling of unity within the brigade, and the young and upcoming cast who was highly prepared and professionally trained for this show.

> Create a storytelling that goes beyond the simple poster, and differentiate it from past and current licenses, especially as TV shows of the genre that tend to suffer from a certain level of uniformity.

We’ve invited the casting for a non-traditional photoshoot. No studio, no make-up, no photographer. Actors had to do a real mission training in real conditions where the pictures were taken by a dozen shooting targets equipped with cameras and sensors. When the cast hit the targets, they triggered the cameras. More than 500 pictures were shot, only one was selected to become the official poster of the campaign.

The series wanted to show a very realistic point of view on the police special forces, with an authentic direction. The cast had real training by real commandos for months to know how to hold their weapons, how to move and coordinate during police intervention. So, we had to create a key visual as authentic as the show. These stolen pictures during real training allowed us to get true reactions, graphic flaws, and a unique point of view on each shot. The final poster is not only an action picture, but also tells the audience the essence of the show: true, authentic, and raw.

A national outdoor and press campaign was released all over France. On each visual, a QR code invites viewers to discover the making-of this real-time action photography on the CANAL+ platform, creating conversation and engagement to the show.

The “photoshoot” video has created conversation in the press, on TV, and on social media. On the premiere day, the series was the most watched episode on the CANAL+ platform in the last 4 years.