The Smiler is a record-breaking ride, having more inversions than any other rollercoaster in the world. Some of the loops are underground for goodness' sake. It's so named because of the inane, bewildered smile stretched across your face as you step off.
The ride is a pretty psychedelic experience - the backstory being that this is part of an evil plan to brainwash people into a cult-like existence. A bit like Brexit but more fun. We helped develop the ride's identity and the experience itself as well as the launch TV commercial. We shot this on-site at Alton Towers with the 'three-eyed' raven from Game Of Thrones (it was massive and could roll over on command). And we filmed the riders in the cars at the rollercoaster factory in Bavaria. The hardware was too heavy to transport to a studio, so we built the studio around it. Then we used some CG magic from Electric Theatre Collective to glue it all together.