Daniel Ricciardo Projects Help Move Anattic into Pole Position for Global Growth

Manchester-based commercial production house Anattic has taken big steps towards its goal of global expansion with a number of high-profile projects with F1 racing superstar Daniel Ricciardo – currently hitting the headlines for his role in Netflix’s Drive to Survive series ahead of the start of the F1 season.

One of these projects, a commercial for Australian winery St Hugo, produced in collaboration with major creative agency Emotive, has helped it sell out of its DR3 x St Hugo range almost instantly. 

The advert was filmed in Covid-secure conditions in London and was the first production to be co-directed by Anattic duo James Copson and Matt Page. Initially it presents Ricciardo in an unfamiliarly pompous setting talking about his passion for wine, before he breaks out of character and talks more authentically about the collaboration, showcasing his trademark humour.

Anattic had previously worked with Ricciardo on other projects including a ‘Win Dan’s helmet’ campaign for telecommunications company Optus alongside Special Group and M&C Saatchi London & Australia.

Both of these projects required remote collaboration between the production team in the UK and the agencies in Australia and New Zealand, liaising across timezones and using live streaming technology to enable close collaboration.

This innovative approach was certainly appreciated by Michael Hollis (senior producer) from Emotive on the St Hugo Wines shoot: “Anattic facilitated a fantastic shoot in London for us. I am based in Sydney, but their communication is excellent, always have a solution, broadcast the shoot back to us so it was like we were there, and worked within tight timelines and budgets without any stress.”

Jen Coleman, associate director sponsorship and marketing at Optus said: "We really pulled together with rather short notice to deliver a well-organised, very professional and importantly covid-safe shoot day. James and Matt nailed the balance throughout, staying true to the concept whilst knowing how to get the best out of Daniel Ricciardo. We all enjoyed the shoot and were  really happy with the end result.”

Along with the work done with Daniel Ricciardo, Anattic has also been boosting its credentials over the last year with live-streaming music events during lockdown for clients like Amazon Music UK & Notion, Mastercard, and Clarks Originals. 

Anattic founder James Copson said: “Despite the pandemic we are doing really well at the moment and the business is scaling up. We had a busy end to 2020 and start to 2021, so we’re aiming to keep that momentum going.

“These projects with Daniel Ricciardo have been fascinating and rewarding to work on, both creatively and because of the challenges of collaboration across timezones, which was where our experience in livestreaming events proved to be an excellent solution. We’re looking forward to working with him again on another Optus project next month.”