Relentless unveils new ad campaign featuring Professor Green
Energy drink brand Relentless has unveiled a new TV ad, featuring Professor Green, Zane Lowe and Pure Love.
Directed by Ross Cairns, creative director at Relentless, the ad follows the artists through the process of creating their music.
Cairns said: “This wasn't shot like most ads. It was a lot more time consuming and lengthy than that for all involved. We took a documentary approach, just spending time with the artists over a period of months, both in the UK and US, witnessing the creative process as it unfolded. We got to see what the artist experiences.
"I'm fortunate in that I have strong existing relationships with the artists having worked with them all before. This mutual trust was important to removing any self-consciousness that would normally get in the way of the creative process.”
Three documentaries following the in-depth creative process of each of the artists will be released later this year.