CANAL+ - BRI and a photoshoot like no other (France)

A new TV series called BRI, focused on the police's special forces, is being launched by CANAL+. To promote the show, the brand required a poster featuring all the actors and actresses. BETC Paris, a trusted ad agency, was approached to conduct the photoshoot. The outcome of the shoot will surely surprise you...

Instead of going for the usual ultra-glamorous poster designs for ensemble TV shows (such as this, this, this or that), 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.

The result: raw and real emotions that immediately reveal the tone of this new TV show. And also the series ended up being the biggest original creation for CANAL+ in the last 4 years (confirmed by the Chairman of the network himself here on Twitter)

Inspired by the real lives of special forces of the police, BRi tells a realistic and authentic story lifted by the performance of the actors, who underwent an 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.

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."

CANAL+'s new original creation is perfectly captured in their outdoor campaign. The visual will include a QR code for viewers to uncover behind-the-scenes footage of the poster. The first episodes of BRI began airing on April 24th.

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
Photographer: /