What started as a seemingly straightforward creative brief turned into a logistical challenge for In Motion and The Beards, who rose to the occasion to deliver a premium campaign for SIXT, a new mobility outfit.
The campaign features gold medal Olympian snowboarder Zoi Sadowski-Synnott and World Cup alpine ski racer Piera Hudson, who traveled to three locations across two mountains to showcase SIXT’s fleet of Land Rovers, Audis, Volkswagens, and Mercedes and demonstrate the company’s new mobility services.
The creative is part of a wider deal which sees SIXT powering Zoi and Piera’s journeys across the globe as the premium subscription and car rental company’s ambassadors, providing them with seamless vehicle solutions whether they need a ride for one day, one month or one year, no matter where they are.
As part of the content filming Zoi lands a series of impressive rotations over a line-up of luxury vehicles while Piera performs a speedy slalom around an equally impressive line-up of fresh whips. The result will roll out on television, OOH, digital, PR and social media from today explains In Motion’s creative partner Chris Long.
“This was a very tricky shoot in terms of the challenges of filming up the mountain, coupled with the joys of mountain fog and of course the task of getting luxury cars up and down ski slopes safely.
“To pull it off, we definitely had to think outside the box,” says Long.
Helping to bring In Motion’s vision to life were seasoned South Island operators The Beards, well known for their experience with tricky alpine shoots for the likes of Audi, Ford and Red Bull.
Toby Crawford, producer at The Beards, tapped into local nous to guide the crew and scout the best jumps and vantage points.
“When Chris presented the script it was clear that it melded many areas of The Beards’ expertise – nice cars, action sports and tricky locations – though seldom do we really get to bring all these elements together. Mix in Tim Pierce’s rich history of shooting snow sports and the fact this was going to happen in our backyard and it made for an exciting project from our perspective.
“As well as Zoi and Piera, we needed a crew that included ‘mountain people’ as most were moving on skis or boards to capture the action the way that we wanted,” says Crawford.
The team-up with Zoi and Piera was a natural fit for the subscription and rental service, says SIXT marketing manager Chanelle Barlow.
“Our offering provides best in class vehicle solutions that flex to your needs rather than the other way around. With Zoi and Piera also top of their game and constantly on the move chasing winters across the world, the alignment made good sense,” says Barlow.
“The skill of these two is unmatched. We knew technically they’d nail it but the way that they’re able to just deliver what was required of them on the day was phenomenal and it’s a proud moment to have this labour of love live.”
Long is thrilled that the sum of the parts clearly articulates who SIXT is and what they do in the New Zealand market.
“It had to educate but as with everything SIXT, it had to be exciting too. We’re amped to see it out in the wild this winter.”
Credits
Client: SIXT (NZ)
Campaign: SIXT Winter
Agency: In Motion
Production Company: In Motion
Production Partner: The Beards
Digital Agency: Krunch
PR: Undertow Media
Locations: Cardrona Alpine Resort, Ohau
Director: Tim Pierce
Agency Creative Director: Chris Long
Executive Producer: Rob Steele
Producer: Toby Crawford
Director of Photography: Tim Pierce
Editor: Tim Pierce / James Watt
Online Artist: Christian Greet / James Farrow
Colourist: James Watt
