Shot for Brockmans Gin in association with digital advertising firm Occupi Digital -- PRESS FOR GIN was a hidden camera shoot created to gain online traction and boost social awareness of the brand.

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Unsuspecting guests, invited to a secret gin tasting event in Shoreditch, were encouraged to sit in an ordinary looking booth -- and push a button on the wall marked ‘Press for Gin’ when they were ready to order. With a team of thirty standing by and hidden cameras rolling – the guests pressed the button and the walls opened.

‘We did lot of work with Occupi Digital – analyzing prior viral videos. Three key fundamentals include; minimum branding, real reactions and a unique concept.’ Peter Boothby says.

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It was a monumentally ambitious project combining a set build, hidden camera and microphone systems, entire crew on converts dressed as extras, a sliding track mechanics, secret doors and an entire stage show with live atmosphere, lighting and sound playback. Everything held on standby until they pressed the button and then it had to work perfectly in sequence.