What do you get when you combine 400 litres of ink, 10,000 sheets of paper, and 1 Lewis Hamilton?  15 million online views.

To mark the launch of Epson’s new EcoTank printer, we produced a tongue in cheek viral with three time FIA Formula One Drivers’ World Champion, Lewis Hamilton.  The irreverent film highlights the revolutionary technology and huge amount of ink that comes with the printer.

Lewis Hamilton commented: “During the course of each season, I get to take part in some pretty interesting projects… however I can say with some certainty that this is one of the more unusual! The shoot was a lot of fun; I always enjoy doing something a bit different and going out of my comfort zone. Having 400 litres of ink thrown at me was a new experience, so I just went with it and I think the output’s really cool.”

Behind The Scenes

At Citizen, we carefully select our key creatives according to the project. A unique pool of talent was brought together to create this ambitious film. Over forty people shared their expertise on the day, including a special effects team, stunt supervisors, a movement specialist, lighting technicians, photographers, and more. Rollo Hollins directed the shoot, we sourced special effects team Machine Shop for their specialist expertise, and Rina Yang added her unique touch to the project as the Director of Photography, ensuring the film has a unique and luxurious feel.

With big stunts to get done and limited time with the star, the team had to run like a well oiled machine. It’s a bit like running a small army – everybody knows the part they’re playing, and it takes a lot of man power, skill, and resources to make these things work well.   And that’s something we do really well in the UK, outshining anywhere else in the world in terms of the expertise we have in films, commercials and TV.

Client Relationship

Delivering an idea like this, and fine-tuning it with Epson and the Mercedes AMG Petronas Formula One™ Team, to make it absolutely sing, is exactly the kind of work that really excites us.  We considered every aspect – the pace, how the voice-over plays against the action and Lewis’ amazing performance. These are areas that were discussed for months.

Maria Eagling, Marketing Director of Epson Europe commented: “To ensure the success of any creative project, you’ve got to invest your time in the creative team that you’re employing. The EcoTank campaign was a year in the making, and so it was essential to set up a clear line of communication to enable the project to run as smoothly as possible. We had a great rapport with the teams working on the project and I’m sure that has been a big part of the success.”

Gretchen Shoring, Producer, Citizen Films commented: “Epson were very clear that they wanted to create something really bold and surprising for the launch of their EcoTank printer, to do justice to the originality of the product. They wanted to show a different side to Epson and get people talking, and I think the film really achieved that.”

If you too have a B2B or B2C campaign that would benefit from great video, photography, animation, design or communications expertise, don’t hesitate to get in touch.

With best wishes,
Team Citizen
020 7096 1470