Logan finds Heaven and Hell on location in Prague for Jim Beam
Production company Logan has created spaces suggestive of Heaven and Hell on location in Prague for its new Jim Beam commercial. The spot focuses on the brand’s Devil’s Cut bourbon as a man is drawn down into a dark and industrial underworld to savour the drink.
Prague was chosen for the shoot as the production team was won over by the locations, the local production support and a favourable exchange rate. Opening scenes set in a Heaven-like environment were filmed in a studio. The dark underworld was created in a distinctive hundred-year-old former water treatment facility that's been an official national landmark since 2010.
We needed a location that would be diametrically opposite to our ‘Heaven’ location. We loved this building and thought it would work really well as our Devil’s Cut Extraction 13 building, the fictional place where Devil's Cut is made.
Rob Farber, Producer
Rob Farber produced the spot for Strawberry Frog: “We needed a location that would be diametrically opposite to our ‘Heaven’ location. We loved this building and thought it would work really well as our Devil’s Cut Extraction 13 building, the fictional place where Devil's Cut is made.”
The team felt the building was a great start point for the devilish tone they were looking to establish. They took advantage of several of the inner chambers as well, building their Devil’s Cut bar inside and making a few structural changes in post-production.
Farber adds: “We extended the exterior of this building in post, making it larger and more foreboding. We also added a dark, more ominous-looking land surrounding the building, full of charred woods and blackened buildings through the magic of CGI.”
Cold conditions and making the most of a restrictive budget were the biggest challenges facing the team, but the exchange rates and the experience on offer from servicing company Stillking Films helped everything come together.
Agency: Strawberry Frog, New York
Agency Producer: Rob Farber (of Rogue Producer, Inc)
Production Company: Logan
Producer: Richard Kaylor
Production Service Company: Stillking Films, Prague
Producer: Adam Lux
Location Manager: Jozef Hanulik
Director of Photography: Benoit Delhomme
Stills images courtesy of Adam Fuchs.
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