Key Takeaways:
- Lucozade’s new ad features Anthony Joshua, urging people to “get in the zone” with its high-caffeine Alert range.
- Director Henry Dean created mirrored sets in an empty office to reflect dual realities and maximize shooting efficiency.
- The campaign showcases the collaborative power of creative teams, augmenting production design with dynamic lighting.
When the nine-to-five grind meets Anthony Joshua, even office lights start dancing.
Lucozade just launched a new campaign for its high-caffeine Alert line, teaming up with the boxing champion to get its customers hyped.
Directed by Henry Dean, the campaign's hero spot is part of the brand’s ongoing collaboration with Joshua.
This time, the brand is celebrating the new Mango Peachade Zero Sugar edition that has his face on the can.
The efforts center around the message of “getting in the zone” despite daily challenges, which serves as a fitting mantra for both office workers and athletes.
“Given the nature of this shoot with Anthony Joshua, only having a small window of time to work with big name talent, I knew we had to make the most of the time we did have, while being able to execute in a nimble manner while he was on set," Dean shared.
"We used the ample prep time to build an elaborate visual world that Anthony Joshua could step into with ease."
The result? A tightly choreographed visual showcase that pairs high energy with a sleek, cinematic finish.
In a market where attention spans are short and content fatigue is real, video production agencies are increasingly turning to immersive visuals and storytelling to make their campaigns pop.
This shift reflects the need to create content and experiences that viewers can remember and emotionally engage with.
Creative agencies that invest in narrative-driven, visually rich formats aren’t just chasing trends — they’re adapting to the fact that connection matters more than clicks now.
Locked and Loaded
The hero spot opens with Joshua stepping into what looks like a dark, orange-hued warehouse.
It's actually an empty office, complete with synchronized lighting and mirrored realities.
Donning a Lucozade and Under Armour-branded boxing robe, he begins to walk down the hallway, as quick cuts of an office worker drinking the new energy drink grace the screen.
This juxtaposition highlights the campaign’s core theme of pushing through fatigue and finding focus with Alert.
"Get your head in the game," Joshua tells the viewers, as the spot ends.
To execute the concept efficiently, Dean and his team built two mirrored sets across separate floors of an empty office building, representing parallel versions of the same space.
"Art, lighting, and camera teams all working in tandem to create a unified and dynamic set,” Dean added.
"Our lighting became part of our production design, our art direction informed our lighting."
More than a commercial, the campaign is a visual jolt that matches the energy of the new drink.
Meanwhile, Hollywood actress Zendaya previously starred in a sci-fi themed trailer promoting On's new shoe collection.
