The British Army: Step Up

Attention! Simon Ratigan wants you to step up and watch his new army ad, which employs unique filming techniques to encourage new recruits. To immerse his audience and put them on par with the emotional and gruelling subject matter, the HLA director made the decision to shoot the commercial with a cleverly designed hand-held rig, utilising natural suspension allowing the use of smaller camera formats and the ability to be close to the action. The result is a brilliant recruitment film, created through JWT London, portraying an honest and realistic insight into army life.