INEOS The Hard Way Home


INEOS Automotive came to us with the desire to provide three of their customers with the handover of a lifetime as they collect their brand-new Grenadiers. The aim of the film was to test these new customers and their new Grenadiers to the limit across a variety of challenging driving environments as they make their way back home.

We filmed in Morocco with the support of professional off-road drivers. We decided on this location as the Moroccan terrain demonstrates the vehicle’s capability on and off the road, proving the Grenadier is purpose-built straight off the production line.

While filming a live journey, we needed to be constantly aware of our surroundings and be ready to capture any action along the way. We utilised a wide range of cameras to ensure we showcased the whole experience for the customers; this included drone work, car-to-car tracking and mounted exterior and interior Go Pros.

It was important that the film showcased how authentic and honest this experience played out for the customers; the journey was truly an emotional rollercoaster. For this film, we collaborated with VCCP, who worked closely with the Kingdom team to bring this film to life.

The three Grenadiers were waiting for our customers high in the Atlas Mountains range in Morocco, where they were to begin their long and challenging journey home. A pro-driver supported each Grenadier customer, helping them overcome the incredibly extreme terrain that the Moroccan landscape had to offer, along with the heaviest snowfall Morocco had encountered in over a decade.

The extreme and dangerous weather changed the planned routes, with the whole production having to adapt to the conditions almost hourly.

The result was hero film with many accompanying social outputs which encompass the thrill, drama, and exploration of a true Grenadier handover.