BETC Paris Creates ‘The Most Extreme Photoshoot Ever’ for Launch of TV Series BRI

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

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

No makeup, no fancy costumes, not even a photographer. But an actual special forces training operation with the targets serving as cameras.

Inspired by the real lives of police special forces, BRi tells a realistic and authentic story lifted by the performance of the actors, who underwent actual police training during several weeks with current members of the special unit depicted in the show. Thrilling, passionate and captivating, BRI was made to give viewers a look into the world of special forces and the numerous challenges that they are facing.

CANAL+ and BETC organised a very special photoshoot. No studio and no photographer. Except the shooting targets that were equipped with cameras and sensors to take pictures of the actors in action.

Nicolas Lautier, executive creative director at BETC Paris, says: "It is quite unique to not 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 perfectly encapsulates the spirit of this new original creation by CANAL+. A QR code will be added on the visual to allow the audience to discover the behind the scenes video of the poster. The first episodes of BRI started airing on April 24th.