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Exclusive: Behind The Scenes

“They’re Fast. We’re Faster.”

IC recently unveiled its highly anticipated launch of the ‘They’re Fast, We’re Faster’ campaign on 16 April 2024. This behind-the-scenes look reveals the creative gears that turned to craft this campaign; that links the worlds of high-stakes trading and high-speed racing.

It all began with a series of creative brainstorming sessions. “We knew we wanted something that resonated with speed and precision, the very elements that IC stands for,” recounts the lead creative at IC. The eureka moment struck when someone mentioned competitive racing – a realm where every millisecond counts, much like in trading.

Three-panel collage: a sound designer records engine audio in front of a screen showing a racing driver in a helmet; a hand-drawn storyboard of a hand holding a phone with the IC Markets trading app; the crew seated together watching playback on set

The collaboration with Limehouse wasn’t just about outsourcing creativity; it was a fusion of creative minds. “Limehouse didn’t just understand our vision; they helped amplify it.” Together, the IC team refined the racing metaphor with Limehouse, ensuring it mirrored the fast-paced trading world accurately.

Poppy Jones, the executive producer, shared insights into the creative process, describing how the team embraced the challenge of crafting a campaign with “talkability” and visual power. The creative team storyboarded various scenarios, finally settling on the pit stop – a perfect allegory for swift decision-making and precision.

“The pit stop is where races are won or lost, much like crucial trading moments.”

Creative Director Eran Thomson adds, “The entire team worked collaboratively and we are grateful to have had the time and budget necessary to crank out a winner.”

Film crew silhouetted against a blue-lit studio set with rows of suspended linear light bars above and a race-car silhouette in the foreground

Wide view of the studio stage with a yellow scissor lift raised to the lighting grid a large softbox light and hanging arrays of linear LED fixtures

Crew member operating a cinema camera while a director points and directs the shot on the studio floor

Crew members at a control station at night watching camera monitors under a glowing red digital timer

Silhouetted crew member standing in a dark studio beneath glowing green light bars with neon strips on the floor and a fan on the ground

Two crew members in front of a large screen showing a trading platform with a red '00:00:00' timer above it filming the setup

Crew silhouetted in blue smoke watching monitors that display a car scene with a light beam cutting diagonally through the haze

The actor in a black racing suit and helmet under discussion with two crew members holding a reflector in a dark studio

A crew member in a helmet seated low on set raising a hand while a photographer crouches with a camera; crew stand in the background

Group of actors in dark jumpsuits and head coverings posed around car wheels in a smoky dark pit-lane-style set

Crew working around a transparent shield prop in a smoky studio lit with green light bars; one crew member handles a car wheel

Actor in a white head cover kneeling with a work light tightening a wheel hub on a car while a crew member steadies the wheel

Crew member crouching to fit a glowing work light onto a car wheel next to the kneeling actor while another crew member steadies the wheel; a camera rig is visible at left

Crew member kneeling to adjust equipment in front of a cinema camera with a wheel image on its monitor while other crew watch

Colorist at a grading suite with a control surface waveform scopes and a large monitor showing a close-up of a phone in a car interior

Team seated in a home cinema room watching the campaign on a large screen with a sound desk and microphones in front of them

Sound designer at a mixing desk with microphones and a DAW watching a large screen showing the racer in his cockpit

Motion-controlled camera rigs set up in front of a large pyrotechnic effect ”a cone of smoke and light” on the blue-lit studio stage

Director seated at a table watching monitors during the shoot with two other crew members behind him

Crew kneeling on the floor among glowing neon strips rigging a light near a car wheel in a dark studio

However, perfecting the sound design was the finishing stroke that unified the entire piece. The team wanted the roar of the engines to be more than just background noise; it needed to convey a sense of impact and urgency. “The crescendo of engines peaking just as the trade is executed – it was vital to get this timing perfect,” says the Director Aytan Lachish and Uncanny Valley.

Six-panel collage of the campaign: 3D model of the concept car actor meeting the crew studio lighting setup on-set pit-lane scene crew filming through smoke and the finished car shot on a review monitor

Reflecting on the creative journey, the team at IC feels a sense of accomplishment. “This campaign embodies our brand’s commitment to deliver an unparalleled trading environment for our clients, it captures the essence of both speed and precision, reflecting the exceptional experience offered at IC.

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Credits:
Production Company: Limehouse
Director: Aytan Lachish
Creative Director: Eran Thomson
Executive Producer: Poppy Jones
Post & VFX: Limehouse
Music & Sound Design: Uncanny Valley

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