How do you make 10 of the UKs best comedians laugh on cue? Contractual Obligation.

To promote the second series of Prime Video’s comedy series Last One Laughing: UK, we came up with the idea of bringing the KA art to life through motion.

After being part of a successful campaign for the first season with a much loved trailer and series of social spots, we wanted to find a way to push the creative even further for season 2. We had an idea to add motion to the key art and really help sell the concept of the show by showing the comedians trying not to laugh. After creating a proof of concept with the lovely design team at Ignition Creative, we gained approval from Amazon to join the cast on set and bring their Key Art to life by filming the contestants holding back laughter until the couldn’t anymore.

Each comedian was shot against a green screen and given instruction to stifle their laughter as the would in the show, until finally cracking and letting the reaction out. We shot several variations and made sure we retained each persons persona and character to keep the final piece true to themselves. Jimmy and Roisin were then shot as a pair with the iconic LOL cards to place in front, reacting to the crew failing to hold back their laughter.

This was then rolled out across a variety of formats and sizes of screen, including the Outernet and London’s Tottenham Court Road which can be seen below.