Decathlon: Creating Winter Again! (This time overseas)

After 2 amazing collaborations with Decathlon Singapore for their campaigns for Winter 2023 Videos and Photos and Summer 2024 Videos and Photos.

We were excited to embark on another journey with Decathlon Singapore when they approached us back in August with their plans for the Winter 2024 Campaign for Videos and Photos. 

The main challenge for this campaign was that it needed snowfall and a cold environment to suit their new winter wear release. With only 2 months on the clock, and it being late August. There were very little options for actual countries with a snow/cold environment. 

We initially thought of a slick, stylised idea shot entirely in a studio. Relying mainly on props and detailed camera movements to convey the effectiveness of the winter wear. This led up to sourcing for potential art sets and designs, about 1 week before the shoot. 

Decathlon was a little hesitant with the new direction but trusts our vision and were on board with our suggestion, we were ready to go!

Until…

We took a step back and looked at Decathlon’s previous campaigns and general branding. As you can see, they are mostly active vibrant showcases of everyday people using their products in their intended environments. 

Banner from Decathlon Singapore’s website

Singapore was out of the picture as the locations in general were usually heavily restricted by permits. Most nature locations were also relatively inaccessible, having had experience filming in botanic gardens for the previous Winter 2023 Campagin. 

We quickly sprung into action by researching nearby countries such as Malaysia, Thailand, and Indonesia. 

There were quite a number of scenic location options from various fixers who answered our inquiry. Most of them were nice areas that had just the right amount of nature for a believable light snowfall or cold environment, with the proper help from art and post-production of course.

Ultimately, we went with Cutscene Malaysia, as they were they fastest to respond to our various questions, and it was the closest country to Singapore as well. 

The plan was to bring over the main crew and cast from Singapore, while we had production support from Cutscene Malaysia. Once again, working with trusted crew members, we were confident that this plan will work out. 

The pre-production process went by smoothly, with the talents from Singapore casted within 2 weeks. This was in part thanks to the fast and decisive response from Decathlon Singapore. 

With just less than a week left before the shoot, we quickly booked the necessary flights, accommodations, transportation, and production needs. Although we have shot smaller-scale projects overseas in the past; in countries such as Japan and Thailand.

This was our first overseas full-scale production (Videos and Photos) shoot. It was clear from the start that the fixer or local assistance we get from the selected country will essentially determine whether the production will be able to run efficiently. With items such as location management, production transport, welfare, logistics and art under their charge.

Fortunately, through the online meetings and calls, we could tell that they were experienced enough to make this work, despite the short prep time.

Ultimately, it was a pleasant experience, with great work from both teams. Here are some behind-the-scenes photos of those moments!

The whole team that made this project possible!

We are really thankful for everyone involved in this project. From the production crew, who all stepped up to brave the hot sun and rough terrain, to Decathlon Singapore who put their trust in us to make this project work. 

We are proud to present the final videos and photos here!