Break Free Video

Ever wondered how much effort goes into shooting a 30 second advert... well here's a peep behind the scenes!

For a week last year we de-camped, from Worcester, our hometown. Nick Grey led a group of Gtechies, with sixty brand new AirRam Mk2s and Leo, one of our engineers, whose job was to make sure the AirRams could dance and keep dancing through the long days ahead. Emma and another six dancers from the UK, came with us and we engaged a whole troupe of Estonian dancers to support us.

And seven days later…well you’ve seen the result and we hope you love the ad as much as we loved making it. Enjoy our, ‘behind the scenes’, holiday snaps and in a few weeks we’ll have some more videos to share with you as well.

Break Free Video

Setting up

So the challenge was simple.

How to turn Kesk tee studio into a fantasy world worthy of the AirRam Mk2 and also capable of showing it off? Miles of wiring, sprinkled with the brilliance of the creative, technical and production teams and the dream world started to appear.

Well that, an awful lot of lights and hours of hard work by the dancers and the choreographer!

Wardrobe and rehearsal

...then onto the stars of the show; the AirRam Mk2 and the dancers.

To be fair, it isn’t so difficult to turn already beautiful and talented people, into the stuff of dreams; but the wardrobe was important.

Finding clothes that allowed the dancers to move easily and to also compliment the sleek lines of the AirRam Mk2, takes animated discussion (lots of it) but gradually the finished product emerged.

Studio and filming

...and then the real magic started.

Now we understand the brilliance and creativity of the production team.

Thousands of cuts, different shots, over and over again and gradually the ad started to take place. Check out the photo of the dancers looking at the monitor when we finally had it in the can.


Aside from the myth that Estonia has the most beautiful women in the world (we think it’s the UK, of course), it has genuinely stunning architecture and a fab mix of cultures from successive German, Danish and Russian rules.

Don’t let that mislead you though, the Estonians are very much their own people and proud of it. In 1989 they held a demonstration for independence known as the ‘Singing Revolution’. Two million people formed a human chain stretching through Lithuania, Latvia and Estonia. With that level of creativity on offer, where else could we go?