Heineken, When You Drive, Never Drink

  • Agency Publicis Italy;
  • Production Company Anorak Berlin/Independent London;
  • Director Gary Freedman;

MPC Help Re-imagine Jackie Stewarts Story for Heineken

Set to a cover of David Bowie’s ‘Heroes;’ MPC collaborated with Independent Director Gary Freedman and Publicis Milan to re-imagine scenes from Jackie Stewart’s life.

The ad, based on footage from Roman Polanski’s ‘Weekend of a Champion’ gives a glimpse into the historic world of the Monaco Grand Prix, through the eyes of world champion Jackie Stewart. This reimagined tale highlights Stewart’s decision to drive rather than drink.

To create the new footage, the MPC VFX team matched elements of stock footage from a variety of films, adding face and head replacements to the perfectly timed and choreographed shoot and integrated them into new backgrounds.

VFX Supervisor Adam Crocker comments “It was a creatively challenging shoot due to the level of detail required to reenact and blend the scenes. 

The multiple plates and the sheer amount of complex stitching required intricate VFX. But it was all good fun!”

Global Creative Director of Colour Grading Jean-Clément Soret worked closely with Director Gary Freedman to get the look of the film just right. As it combined multiple layers, it was important the grade tied the film together, yet still gave the individual eras their distinctive looks.

The original footage from Polanski’s film also determined the look of the ad so the new shoot footage was degraded to match. This was done by adding grain, lots of noise and softening the image. Soret comments, “There was a fine balance between an artistic and technical approach. I wanted to be true to the colours of the particular era with each distinctive look, yet also make the film flow perfectly together”. 


  • Agency Publicis Italy
  • Production Company Anorak Berlin/Independent London
  • Director Gary Freedman
  • CEO&ECD Publicis Italy & Global Chief Creative Officer Publicis WW Bruno Bertelli
  • Executive Creative Director Publicis Italy Cristiana Boccassini
  • Executive Creative Directors Publicis Milano Luca Cinquepalmi & Marco Venturelli
  • Associate Creative Director - Copywriter Bruno Vohwinkel
  • Associate Creative Director - Art Director Alessandro Candito
  • Agency Producer Mariella Maiorano
  • Production Company Executive Producer Christiane Dressler
  • Production Company Producer Jason Kemp
  • DoP Stephane Fontaine
  • Editor Adam Spivey @ The Playroom
  • Creative Director MPC Bill McNamara
  • VFX Supervisior Adam Crocker
  • Shoot Supervisors Adam Crocker & Dan Sanders
  • VFX Producer Phil Whalley
  • Lead Compositor Andreas Feix
  • VFX Team Mikael Petterson, Giles Hicks, Dirk Reisenfeld, Dan Benjamin, David Felipe, Tom Harding, Eric Lemains, Denis Krez, Dirk Reisenfeld, Kunal Sukar, Siju Murugan, Mithun Jacob Alex, Sivakumar R, Rajkumar Chidambaram & Jacob Oommen
  • Grade MPC
  • Colourist Jean-Clément Soret
  • Sound Design Raja Sehgal @ Grand Central Sound Studio London

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