Anthony Joshua Brings the Energy to Henry Dean’s Lucozade Spot

Henry Dean directs Lucozade’s latest spot, featuring Anthony Joshua and an office light show - what’s not to love?

Anthony encourages us to ‘get in the zone’ no matter what challenges the day ahead may bring, with the new Lucozade Alert range. The range offers consumers a high caffeine drink with vitamin B3 to help reduce tiredness. This spot is part of the wider collaboration with Lucozade athlete and long-term brand ambassador, Anthony Joshua, who has recently announced Lucozade Alert Mango Peachade Zero Sugar - Anthony Joshua edition.

Henry commented, “Given the nature of this shoot with Anthony Joshua, only having a small window of time to work with big name talent, I knew we had to make the most of the time we did have, while being able to execute in a nimble manner while he was on set. We used the ample prep time to build an elaborate visual world that Anthony Joshua could step into with ease.

On this job, choosing the right location was key. We built two distinct but mirrored sets across two floors in an empty office building. The concept of the spot is all about drawing parallels between two worlds, and I wanted to make sure we had the space and control to do that within our visuals. Given the time constraints on our shoot, having room to build both sets at once was the only way to go.

What we ended up making on this spot felt like a real synchronised dance between all the departments. Art, lighting, and camera teams all working in tandem to create a unified and dynamic set. Our lighting became part of our production design, our art direction informed our lighting. It was a genuinely collaborative team effort from the outset. Henry Gill (DoP), Sachin Parmar (gaffer) and Kate Stamp (production designer) were instrumental in bringing the striking aesthetic of this spot to life.”