Face Nord is a climbing gym in Mons that has been in existence for around twenty years. It organises courses and training sessions, as well as a stand-by service for independent climbers.
Description de la réalisation
In 2022, the venue was bought out. With this change, the new owner decided to completely overhaul communications (new website, new logo, development of social networks, etc.). It was in this context that we were approached to produce an advertisement for the climbing gym.
The initial request was to ‘simply’ produce a teaser of the gym and show the infrastructure. After a meeting with the client, we came up with a scenario to promote the gym, but in an emotional way. The idea was to appeal to the adventurous spirit of potential customers by using the codes of mountaineering/climbing brand advertising. These almost always include the preparation (tent and equipment set-up), the ascent and the finish at the summit, followed by the packshot. So we’ve reproduced these passages by putting a tent with 2 climbers right in the middle of the room.
The aim is to arouse interest from the very first seconds with the impression that we’re going to see a film of a major expedition. This creates the surprise of realising that we are in the cinema and keeps the viewer attentive to the rest of the commercial.
Once the script had been approved, filming took place over the course of a day. It required a great deal of preparation (planning, casting of actors and extras, etc.) to ensure that the filming went smoothly and that we could concentrate on the images. The first part of the video required extensive research into the lighting to give the illusion of an outdoor environment while shooting indoors, but not in a studio where we could control the light 100%. The climbing part was filmed by Mathieu Blanchart, who has extensive experience of filming on rock faces.
Post-production took 3 days. Apart from the editing, there was a lot of work on colour grading and sound design to support the images and the illusion we wanted to create. In the end, the client received a video in 16/9 format without sound for use as a banner on its new website, as well as a square format version for social networks.