The objective of this project was to create a film which brings the Canterbury’s campaign idea of ‘Unbreakable’ to life in an engaging and entertaining way. The creative idea, location and talent was already in place but Synergy turned to Bear Jam to direct and produce the film.


Set in room in a hotel, the first task would be dress and light the room to feel like an office environment. We provided the creative direction and lighting to get the desired look. Once James, the director, had briefed Claude on our approach we gave him plenty of freedom to scrutinise the players as only he can. James had to jump in a couple of time to keep them on track to ensure Canterbury’s key messages would be hit and the other stakeholders would be happy with the content.

The edit was where we were able to build on, and exaggerate the tension and moments of awkwardness.  Getting three 10 minute interviews down to a 3:30 edit wasn’t easy but it’s what we do.


The film was used across Canterbury’s own social channels and engaged their own rugby fans, as well as being seeded to online press to target rugby fans more broadly.  Coverage including the Mail Online.

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Interview copy