Canal+ Shot the Most Heat-of-the-Moment Show Poster Ever

They didn't even hire a photographer

For the release of original series BRI, about the French police's special forces, Canal+ tapped BETC Paris to design promotional materials.

The show draws inspiration from the professional exploits and personal lives of that elite law enforcement squad. Actors underwent weeks of physically stressful training with current special forces personnel to get in the zone. 

To mirror that spirit and intensity in posters, BETC didn't want to shoot a standard-issue ensemble cast image.

Thus, "the most extreme photoshoot ever" was born.

Without prep, makeup artists or even a photographer to record the action, BETC threw the cast into a mock tactical operation. Each target was equipped with a camera … so while the "cops" fired at them, they "shot" back.

Images captured in-situ were used for the creative, and also served as a pretext for telling the campaign's story. A QR code, attached to outdoor visuals, enables folks to learn how the posters were made.

"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," says agency ECD Nicolas Lautier.


Brand: Canal+
Brand Managers: Emilie Pietrini, Celine Pontygayot, Morgane Jagline
Ad Agency: BETC Paris
Agency Managers: Mathilde Lancon, Tenee Diouf, Kenza Daoudi
Chief Creative Officer: Stephane Xiberras
Executive Creative Director: Nicolas Lautier
Art Director: Rayhaan Khodabux
Copywriter: Julien Sens
Traffic Manager: Nina Kaufman
TV Producer: Slim Trabelsi
Production Company: Partizan
Directors: Kendy Ty, Julien Soulier

Angela Natividad
Angela Natividad is the European markets editor at Muse by Clio. She also writes about gaming and fashion, and whatever else she's interested in, really. She's based in Paris and North Italy, so if you're local, say hi. She might eat all your food.

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