MARCUS PALMQVIST
FOR
WHEELY
Commissioned to film a campaign for luxury car-concierge company, Wheely, Marcus Palmqvist and the team worked across London to create an atmospheric and high-end motion-piece that takes the viewer along on the trip.
To replicate the feeling of the concierge service from start to end, filming started at a location in east London before embarking on a three-car convoy through Canary Wharf and the surrounding areas. With a live-feed from the Hero Car into the crew vehicles following behind, the team worked on-the-move to capture the journey.
Implementing Marcus’s signature use of prisms and abstraction, the film is pushed into a dreamlike and almost nostalgic space, where the sense of time becomes a blur. The blending provided by the prism effect allowed the film to generate a feeling of flow and softness, emphasising the notions of comfort and luxury throughout the car journey.
WORKING WITH LOCATE PRODUCTIONS, THE ROOF OF THE OLYMPIC CAR PARK WAS SOURCED AS THE FIRST LOCATION FOR THE MOTION CAMPAIGN. SELECTED FOR ITS STRUCTURAL ROOFING AND ‘AIRPORT’ APPEARANCE, THE LOCATION PROVIDED MARCUS AND THE TEAM WITH A CREATIVE FREEDOM TO INTERTWINE THIS WITH THE REST OF THE JOURNEY IN THE CAMPAIGN MOTION.
TO CREATE THE SENSE OF A ‘JOURNEY’ IN FULL, THE TEAM DROVE ACROSS LONDON IN THREE VEHICLES, FILMING THE TRIP EN ROUTE. DRIVING IN A CIRCUITOUS ROUTE THROUGH EAST-LONDON, THE TEAM SPENT FIVE HOURS DOCUMENTING THE SURROUNDING, EVER-CHANGING BACKDROPS AND PASSENGER INTERACTIONS WITHIN THE HERO CAR.
Photographer
@MARCUS PALMQVIST
PRODUCTION
@WREN AGENCY
CREATIVE AGENCY
@RTC STUDIO
CREATIVE DIRECTOR
@THEROLLINGTHUNDEROFCHANGE
DOP
@TOM STEWART
STYLING
@SABINA KHAN
HMU
@ALEX READER
CASTING
@MOT MODELS
LOCATIONS
@LOCATE PRODUCTIONS
VOICEOVER
@LAURA HADDOCK
BEHIND THE SCENES
@ELLIOT WHITEMAN
+ CREW
CREW VEHICLES
@WAGON WHEELS