Barclaycard

Barclaycard Commercial Brief

Objective:

Barclaycard required a series of viral commercials to be showcased on the big screens at The O2 Arena. The commercials followed a unique and exciting format: a featured artist crowd surfing while subtly revealing their new Barclaycard from their pocket.

Each featured crowd-surfer was a model, supported by a specially assembled group of dancers and extra’s who would hold them above the crowd.

100 persons in total were needed to create the lively, energetic crowd scene, reflecting the vibrant atmosphere typical of arena events.

The extras were required to  embody the spirit of a young, real, and energetic audience.

Barclaycard Commercial Implementation

Kwame Knight, an internationally recognised creative director and choreographer, was commissioned to oversee the entire production of the Barclaycard commercials.

His role involved choreographing the movement, coaching the featured models, and assembling the key holders who would populate the crowd.

This was a large-scale, high-energy production that required the seamless integration of choreography, movement direction, and logistical planning.

Kwame's expertise was instrumental in bringing the client's brief to life, ensuring that every commercial element exceeded expectations.

To execute the crowd surfing scenes, Kwame carefully selected a team of professional dancers who were physically capable of safely lifting and carrying models through the crowd.

The dancers were trained to handle the models precisely, ensuring that the crowd surfing sequence felt authentic and safe.

Given the physical nature of the scenes, safety protocols were strictly adhered to, ensuring that all models were protected during filming.

Kwame also organised one-on-one rehearsals with each model and key holders to ensure smooth, natural movement.

It was essential that the crowd surfing did not appear too rehearsed or staged.

This involved working with the dancers and models to create fluid, spontaneous motion that resonated with the crowd's energy.

The extras were specifically chosen to create a lively, energetic atmosphere, representing the campaign's young, fun-loving spirit.

They brought the ideal balance of enthusiasm and authenticity to the shoot, helping to bring the scene to life with infectious energy.

In the end, the Barclaycard commercials delivered a striking, visually captivating experience that perfectly aligned with the creative team's vision.

Kwame's attention to detail, combined with his ability to manage a large-scale production, ensured the commercials captured the desired effect and made a lasting impression on the audience.