The aim was to promote the third series of Skins which introduces an entirely new set of characters, so we wanted to do something that had some impact and made its mark. We deliberately set out to be provocative, and to make a film that touched on one of the new central characters of the show, Cook – a fairly irresponsible, volatile character prone to violence. To reflect his energy and the somewhat incendiary nature of the third series, we decided to base the campaign around a slightly fantastical, irresponsible, rock and roll bit of sex, drugs and violence.
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