Bic “Battle Flow”

Award-winning advertising agency Babel invited 360 Creative to participate in a competition for the production of Bic’s newest commercial for its popular “Gel-ocity Quick Dry” pen.

We won the competition, and commissioned Jules Renault to direct the 30” spot titled “Battle Flow”, staging a fictional competition between “the world’s fastest rapper” and “the world’s fastest pen”, designed to determine which of these uncanny performers would be able to produce the most words per second, and ultimately be hailed as “the quickest”.

While the campaign was conceived by advertising agency Babel, our tasks included casting the best talent to act the part of “the world’s fastest rapper”, collaborating with him in the creation of an original track enhancing the “battle” concept, and managing all aspects of the film production.

We casted rapper Mac Lethal, holder of a world record in ‘fast rapping’ with 1,000 words in 2 minutes and author of numerous fun YouTube videos and notable appearances on The Ellen Show. We collaborated with Mac Lethal to pen original “battle” lyrics and to create a track boosting the film’s concept, and flew him over to Europe to act in the film and its collateral pieces.

Jules Renault came up with a fun visual treatment sitting halfway between the æsthetics of a boxing match, a rap music video, a nerdy laboratory test and a talent show / reality TV program.

The spot was shot in Kiev (Ukraine), where we collaborated with ultra-dedicated production crew Family Production to create the set, secure additional talent, manage robotics performance and additional props including fireworks (Yay!).

Visual effects, color grading, 3D renders and post-production work were performed at Mikros Image in Paris.

The campaign was released both on television and digital outlets in The U.K., Italy and Ireland, and was distributed globally through Bic’s digital and social media platforms. 

The film provided viewers with an engaging visual and sonic experience highlighting the capacities of Bic’s “Gel-ocity Quick Dry” fast-drying pen in a fun, unexpected and entertaining way.

The campaign was received with great enthusiasm, generating significant and far-reaching awareness and visibility about Bic’s “Gel-ocity Quick Dry” pen, while reinforcing Bic’s position as one of the world’s top 10 pen companies.