Rockstar Games – Selfridges Corner Shop – London.

Launch day at Selfridges. Shot from 4:30am, delivered the same day.

Commissioned by Amplify, we captured Rockstar Games' Vice City takeover of Selfridges on Oxford Street for the launch of Grand Theft Auto VI.

We were on site from 4:30am. Working from a cherry picker alongside the Selfridges team, we photographed the façade architecturally before sunrise, with the building lit in Vice City pink and the corner screen running. At first light we moved to the three Duke Street windows, then into the Corner Shop at 8am, with a 45-minute window to capture the space before the launch got under way.

Stills and video ran side by side. A dedicated video crew captured the space and staged sequences for a marketing film, while we covered the stills.

Selfridges' press team chose their priority frames from our proofs while we were still shooting. Retouched finals were with them by lunchtime, ready for PR and social on launch day.

Selfridges is one part of a wider launch capture we are delivering with Amplify for Rockstar Games: more than 60 sites across the UK, Europe and Australia, with same-day turnaround on the key locations.

— What we did