When The shit hits the fan.

“When the shit hits the fan” is about those moments when conditions turn rough—and performance actually matters.

The campaign keeps it direct and a bit tongue-in-cheek, showing products doing what they’re supposed to do when it counts. No drama, just proof that reliability isn’t a tagline, it’s something you notice when everything else starts falling apart.

We produced the campaign locally in a rock shelter—keeping it close, controlled, and true to the idea. Everything was carefully planned and pre-visualised, so once on site, it was just about executing. No guesswork, just making it work. Even if the night turned out to be very long…

Team

Producer: Anna Grahm

Director: Patrik Johäll

DOP: Filip Snabb

Prop/Set: Pontus Ahlqvist

Assistant: Fredrik Malmlund

Gaffer: Karl Olsson

Pyrotechnics: Per Gullander

HIQ

Creator: Carl-Johan van Heesch

CD: Dennis Rosenqvist

SKF

Pernilla Berntsdotte

Emma Knutsson

TALENT

Kristoffer B

Good projects tend to find their way to the right table

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