Rockstar Games took over Selfridges on Oxford Street this week, and we were there from 4:30am to capture it.
Commissioned by Amplify, we photographed the Vice City takeover for the launch of Grand Theft Auto VI: the façade lit pink before sunrise, the three Duke Street windows, and the Corner Shop, Selfridges' space for brand residencies, transformed into a Vice City store.
The façade was shot architecturally from a cherry picker, working alongside the Selfridges team in the dark before dawn. The windows followed at first light, and the Corner Shop had a 45-minute window at 8am before the launch got under way. Stills and video ran side by side, with a dedicated video crew capturing the space and staged sequences for a marketing film.
Same-day delivery was the brief. Selfridges' press team picked their priority frames from our proofs while we were still on site, and retouched finals were with them by lunchtime, in time for launch-day PR and social.
It is one part of a much bigger project. With Amplify, we are capturing Rockstar's launch across more than 60 sites in the UK, Europe and Australia, with same-day turnaround on the key locations. More to follow.
