As Ariston’s most grand global brand event of 2018, the documentary "Ariston Comfort Challenge Extreme: The Greenland Mission" garnered strong attention upon its release. Unlike general commercial films, every exquisite frame in this documentary is the result of repeated behind-the-scenes rehearsals and meticulous refinements. The high-quality and breathtaking visuals are born from the full dedication and professional excellence of the production team.
A Stellar Team Creates an Annual BBC-Level Blockbuster
The creative execution of the Ariston Comfort Challenge Extreme was jointly completed by JWT Italy (one of the world’s top 4A advertising agencies) and Indiana Production, while the promotion and management of the documentary were fully handled by another top-tier 4A media company, OMD. In addition, the luxurious lineup composed of director Tobia Passigato, composer Sizzer Amsterdam, and producer Karim Bartoletti elevated this brand activity promo far beyond the standards of typical commercials or even films.
The documentary uses time as its main axis to authentically portray life in the polar regions. Despite its compact format, it thoroughly showcases a wide range of cinematic elements. The long, melodious score gives the film a “fierce beauty,” immersing viewers in Greenland’s endless tundra and confronting them with nature’s harshness and the desolation of freezing cold. The soft singing sounds like words of longing and remembrance from distant loved ones, adding a touch of genuine warmth to the challengers’ resolve to conquer the cold and achieve the impossible, as well as to this epic journey. Aerial shots of the extreme yet breathtaking natural environment display the grandeur of the polar landscape, and rescue scenes during unexpected dangers deliver heart-pounding intensity that puts audiences right in the middle of the action. Though completely real with no special effects or staged arrangements, these moments are more than enough to awe and amaze.
The construction of the comfort space took 18 months and involved 60 project adjustments. With the help of over 100 people, two crews, four cameras, two drones, three icebreakers, and one Arctic fishing vessel, the materials for building Ariston’s comfort zone were transported to Greenland. In the Arctic, where temperatures average as low as minus 50 degrees Celsius and blizzards can strike at any time, capturing every shot required complete dedication—even putting lives at risk. The filming crew, including Giacomo Fritteui and Paolo Verzone, spent 50 days shooting in the snow. After over 100 production meetings, they successfully captured 270 shots, delivering this breathtaking visual spectacle.
Behind these astonishing figures, we not only glimpse the immense challenges of the Ariston Comfort Challenge Extreme but also feel the quiet dedication and resilience of the crew behind the camera. To stay on the front lines and better assist the project, they had to gear up fully to battle the bone-chilling cold of the Arctic. To transport the installation components for the comfort zone, they traveled thousands of miles using various large vehicles, rushing around on stormy nights. Though they weren’t given the title of “heroes” like the three challengers, their hard work in completing the comfort zone and ensuring smooth filming is equally worthy of remembrance.
Brand Purpose Drives the Team Forward
Ariston’s original intention in creating a comfort space stems from a sense of mission to serve all of humanity. Greenland is a crucial research base for studying global climate change. Climate change research, one of the most important topics of this century, concerns the future of us all. By creating a comfortable space for scientists in the extreme cold, we open up more possibilities for scientific exploration.
Indiana Production resonated deeply with the philosophy behind the Comfort Challenge Extreme from the very beginning, which is why they had great confidence in the project from the outset. Over the course of more than a year of execution, they overcame numerous challenges and difficulties, striving to present the event in the most perfect and authentic way possible, spreading Ariston’s noble corporate mission focused on the well-being and future of all humankind to a wider audience. Sergio Rodriguez, CEO of JWT, also stated: “Bringing comfort to those who truly need it—those living in the most inhospitable places on Earth. For our company, being able to assist Ariston in successfully completing this extreme challenge has been an invaluable experience like no other.”
Whether it’s the dedicated creative and promotional teams or the conscientious behind-the-scenes staff, what closely binds them to Ariston and its brand activities is not just a thin contract or agreement, but shared values and a sense of belonging built on mutual understanding. Ariston’s corporate mission to “bring comfort to everyone” and the brand activity’s ambitious goal of “focusing on the future of all humanity” have deeply resonated with top global companies and team members. A common goal and vision form the foundation of this super-team collaboration and the spiritual driving force behind everyone’s dedication and hard work.