Extreme Everest with Ant MiddletonChannel 4
This major Channel 4 commission brought together Parable’s range of skills across the worlds of broadcast filmmaking, branded content, and immersive experiences. A one-hour documentary follows ex Special Forces soldier Ant Middleton on his attempt to summit Everest for the first time. Majority-funded by Berocca, Parable worked to shape a value proposition for Berocca centred around a suite of engagement tools and campaign assets. We created short-form social content to surround the documentary, and a 360° Everest experience. The film reached a consolidated audience of 1.7 million within a week of first being broadcast.
Vicky Keenan, Berocca Head of Marketing said, “To climb Everest is the ultimate physical and mental test of strength, energy and endurance, so we were delighted to support Ant in helping him to fulfil his awe-inspiring ambition.”