The idea was to turn the MGS5’s ‘all-rounder’ positioning on its head by using the pentathlete metaphor to reframe it from a generic ‘jack of all trades’, to a heroic master of many. Designed to cut through the glossy automotive landscape, the film unfolds a rousing cinematic dance between man and machine.
The anthem film seamlessly blends live action footage, stock and AI to create a narrative that otherwise wouldn’t have been possible.
Directed by Chris Hewitt & Hugh Rochfort, each shot’s composition, lighting and staging was meticulously crafted to feel cinematic and rich in atmosphere. That tone was matched by two unique AI narrations.
Debuting in the Champion's League semi-final, the campaign was amplified globally across TV, VOD, Cinema, Outdoor, Social, Digital & Print after early European success.
The product photography - agnostic of the campaign - was captured on shoot. Mixing blue and warm light with dramatic vistas to showcase the MGS5 in a more refined look.
