---
title: "BOOST: Generation Hustle"
description: Lockdown made us realise that we’ve probably been far too busy for, well, our whole life. We had time to think, time to grow our own plants. But now it’s time to bring back the fire emoji (no more banana bread) and power through the pandemic.
image: https://www.thegatefilms.com/hubfs/Director%20Work%20and%20Thumbnails/Director%20-%20Josh%20Cohen/Boost/FNN-BOGH135-030.00_00_24_23.Still002.jpg
---

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# JOURNAL

Lockdown made us realise that we’ve probably been far too busy for, well, our whole life. We had time to think, time to grow our own plants. But now it’s time to bring back the fire emoji (no more banana bread) and power through the pandemic.

 

 

If you’re finding the “new normal” a little dazzling, we’re with you. That’s why our latest TV commercial dives right into the fast-paced lifestyle we all know and love. For the go-getters and the multi-taskers, we bring you a taste of ‘generation hustle’ with Boost drinks.

 

As the UK’s second largest energy drinks brand, Boost is exactly what we need to get us through this, to remind us that there are still 24 hours in a day and to make sure we don’t get kicked out of the 5am club.

 

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Plucked from The Gate’s roster, director Josh Cohen’s bold style best matched the creative concept thanks to his work for Adidas, Nike, Pepsi and Red Bull. Directed by Josh and in collaboration with Leeds-based Finn Agency, the full 30-second TVC tells the story of generation hustle. Where day and night have no boundaries, where slowing down isn’t an option; here’s life at full pace.

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The campaign features the brand’s full range of Energy, Sports, Protein and Iced Coffee drinks, requiring a variety of setups across different locations. Shot over 3 days, our production team fought against Manchester’s temperamental weather to find the perfect moments

 

In post we put together a full 30” ad for TV, with some additional VFX: adding flickering lights to buildings for a hint of early morning magic and bringing the packshots to life for a powerful endframe. We then created a bank of social cutdowns for use across multiple online platforms.

 

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Look out for the 30” TVC which airs from the 20th September, with additional 6” and 10” cuts running on all social channels to support the campaign

 

**Client & Crew**

**Director:** Josh Cohen 

**Producer:** James Shannon 

**DoP:** Tristan Chenais 

**Focus Puller:** Maxime Beauquesne

**Camera Assistant:** Jan Koblanski

**Art Director:** Lucy Cooper 

**Gaffer:** Chris Sarginson

**Spark:** Joshua Hunt

**Hair & Make up:** Katy Brody 

**Senior Coordinatior:** Nathan Miah @nathanmiah

**Production Assistants:** Emily O’Brien + Anna Boase

**Cast/model agency: **@industrymodels**, **Devarnio, Marina, Tom Simpson

**Offline editor:** @Michael Nixon

**Assistant editor:** Natalie Meziani

**Colourist:** Cheat

**Sound Design:** 750mph

**Music:** North Note

 

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