The key art for this police drama was shot during a real special forces training operation

Poster campaigns for movies and TV shows are usually so carefully staged. But the makers of BRI, an original police drama on Canal+ in France, wanted a feeling of urgency and authenticity for their key art—so they put the cast through an unusual photoshoot, orchestrated by the network’s longtime agency, BETC Paris. The cast arrived for what they thought would be an ordinary photoshoot. But then they were told they were there for a training session instead. They’d already received training from special forces for months—and they were told they had to clear a series of rooms of threatening targets in two minutes. The twist? The human-shaped targets they were shooting at were installed with cameras to capture the entire adrenaline-fueled operation—and get images for the marketing campaign. The out-of-home posters include a QR code so people can watch the behind-the-scenes video above. The show premiered April 24. “It is quite unique to not hire a photographer to promote a new series,” said Nicolas Lautier, executive creative director at BETC Paris. “This time, we went for a cold setting that mimics the high realism of the show. A real adrenaline shot.” See the resulting OOH work below.

The key art for this police drama was shot during a real special forces training operation

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