How do you prove the INEOS Grenadier is the ultimate go-anywhere 4×4? You hand the keys to seven-time F1 World Champion Sir Lewis Hamilton. You put Sir Jim Ratcliffe in the passenger seat. And you let them push it to the limit.
Our creative production team set out to capture Hamilton’s raw first impressions. No scripted lines. No over-the-top dramatics. Just the unfiltered thrill of a world-class driver pushing the Grenadier through punishing terrain – reacting, adapting, and revelling in its sheer capability. Sir Jim Ratcliffe, the visionary behind the vehicle, rode alongside him. Their energy was electric. The banter? Unscripted gold.
This wasn’t just another car promo. It was part of a two-year journey, charting the evolution of the ultimate 4×4. We knew the Grenadier. We knew the audience – adventurous, fearless, always looking for the next challenge. So we kept it real. Stripped-back, high-energy storytelling that put the vehicle front and centre.
Filming these two was a challenge in itself for our video production services team. They went harder, climbed steeper, waded deeper than we ever expected. We had to pivot fast, capturing every unscripted, adrenaline-fuelled moment. But we didn’t miss a beat.
