RELENTLESS / LIVES OF THE ARTISTS

 
So opens the new documentary 'Lives of the Artists'  for Relentless. The quote comes from Frank Carter, uncomprimising lead singer of London post-punk band Gallows, part of a trio of artists filmed for the Coca-Cola owned energy drink.

The Ross Cairns-directed film tracks the band, freeride snowboard philosopher Xavier de la Rue and surfers Tom Lowe, Fergal Smith and Mickey Smith for a year-long study of commitment to artistry.

Branded films, hosted at destination sites are undergoing something of a renaissance (witness DC Shoes' thrilling Ken Block Gymkhana series and the Gatorade's 'Replay' film and MissionG.com site) and this production meets high standards.

Greenland's stark, sombre snowlands frame de la Rue's zen-like calm in the face of avalanche fears and tearing high-speed descents. Tahitian sun glistens in waves and faces of the surf sections and Gallows disrupt the movie with their tough US tour schedule  and performances.

Super slow-mo and an eye for local detailing ground the documentary and James Edward Barker orchestral soundtrack lend an epic feel. Like Gatorade, Relentless secured TV backing, an edited version screened on Channel 4 a week before Christmas.

The presence of Coca-Cola looming behind this project at first seems incongrous to the extreme ethos of the protagonists, yet the Erasmus, London and Between the Eyes production stands on its own terms.

It is credit to the selection of such intriguing characters, credible in their field, without star names and living  life on their own terms, that branding is quickly forgotten. Stunning cinematography, respect for the surroundings and film's subjects and  merciful lack of Relentless imagery show content can be king in the pursuit of a brand experience.

www.relentlessenergy.com/films/view/lives-of-the-artists