SKF – Shit hits the fan

When the shit hits the fan.

“When the shit hits the fan” is about those moments when conditions turn rough – and performance actually matters.

The campaign keeps it direct and a bit tongue-in-cheek, showing products doing what they’re supposed to do when it counts. No drama, just proof that reliability isn’t a tagline, it’s something you notice when everything else starts falling apart.

We produced the campaign locally in a rock shelter—keeping it close, controlled, and true to the idea. Everything was carefully planned and pre-visualised, so once on site, it was just about executing. No guesswork, just making it work. Even if the night turned out to be very long…