Long known for its leadership in natural history, Plimsoll operates through four synergistic divisions: Natural History, Adventure, Documentaries and Factual Entertainment. This multi-disciplinary structure enables us to develop projects that hit the “Naturally Entertaining” sweet spot, where high-end wildlife filmmaking meets mainstream appeal.

The idea for Shark! Celebrity Infested Waters emerged as a response to a growing appetite for adrenaline-driven, purpose-led entertainment. With the 50th anniversary of Jaws acting as a timely cultural touchpoint, the series sets out to reframe the shark narrative – from fear and sensationalism to fascination and conservation.

We strategically cast the series to bring a fresh take to the celebrity-led reality genre. At ITV’s suggestion, we bypassed the traditional casting process in favour of direct outreach, with the first contact coming from Plimsoll, not a celebrity booker. From the start, we, in collaboration with ITV, chose only to engage high-profile individuals known for their wit, intelligence and emotional authenticity. The approach ensured the cast would connect with the show’s dual mission: delivering thrilling entertainment while deepening public understanding of sharks and their fragile ecosystems.

Part of encouraging celebrities to participate was the assurance of safety as our top priority throughout filming. Guided by James Smith, Executive Producer and Plimsoll’s Head of Adventure, we enlisted the services of Secret Compass, a top-tier risk management team specialising in extreme environments, to build a production infrastructure capable of operating in remote and unpredictable marine conditions. The team partnered with local dive experts Neal Watson’s Bimini Scuba Centre, an outfit with four decades of experience and an impeccable safety record.

Neal Watson and his team brought technical expertise and a deep familiarity with the area’s shark population. Many of the sharks featured in the series are recurring characters in the Bimini waters and come with slightly frightening nicknames like “Butt Face” and “Joker,” a massive, intimidating Tiger shark that shows up at dives uninvited. The risk-management team’s ability to anticipate shark behaviour and maintain safety protocols was essential to the production, and their calm and undeniably cool presence helped ease celebrity and production nerves. They always knew where the sharks were, how they would behave and how to gently redirect them when they came a little too close, which happened often.

Capturing these moments with blue-chip production value came with its own set of challenges. Once the celebrities and dive teams entered the water, the producers lost all audio and visual contact: no video village, communication nor monitoring. Underwater filming required a new production model where each camera unit was meticulously briefed, with predetermined coverage plans and contingency protocols for capturing spontaneous action.

Ahead of each underwater sequence, the surface team coordinated closely with the crews to align story beats, and the celebrity participants were constantly reminded to narrate their experiences in real-time when diving. It’s easy to forget to talk when facing down a 20-foot Great Hammerhead Shark. An expert host always dived alongside a celebrity, adding invaluable, in-the-moment commentary that elevated the editorial depth and emotional stakes of each below-surface scene.

Another significant hurdle was capturing broadcast-quality underwater audio. Cast members trained using Guardian full-face dive masks – complex equipment for first-time divers, rigged with microphones and frequently requiring last-minute technical adjustments aboard a crowded, often unstable dive boat. Despite the multiple obstacles, the sound team delivered exceptional audio – a critical win, given the immersive, character-led format of the series.

Weather also played a major role in production logistics. Situated within the Bermuda Triangle, Bimini is subject to sudden and extreme shifts in weather. Clear blue skies often gave way to violent squalls with little warning, impacting visibility and delaying dives. Sharks like Joker are known to approach divers without warning, so maintaining visual clarity underwater wasn’t just about high-production value; it was essential for safety.

Navigating tides, weather changes and limited daylight required agile scheduling and close coordination with local experts, which were huge undertakings for our AD and production team. We constantly and quickly reworked highly detailed schedules and plans, but the unpredictability of the environment invited drama and story as seen in the third episode with one squall nearly derailing filming entirely; it was a striking reminder of how unpredictable working in open water can be.

Cross-genre by design, the project brought together natural history specialists and entertainment producers in a way that proved mutually enriching. Wildlife filmmakers found themselves immersed in the hustle and volatility of entertainment production while reality-focused crew members gained newfound respect for the craft and discipline of blue-chip natural-history shooting.

Sharing daily shark rushes quickly became the highlight, reinforcing the project’s scale and ambition and helping maintain high morale across departments. The tropical setting didn’t hurt either.

Clearly, the celebrity cast fully committed to the experience, embracing the physical and emotional demands of diving into wild waters – not just showing up for their paychecks. Their transformations are central to the narrative arc, with each celebrity confronting real fears while developing a new respect for marine life and sharks.

With strong global interest already building, Plimsoll believes the format is highly exportable. The company is working closely with ITV Studios to establish a production hub in Bimini, paving the way for localised adaptations. A major format sale is reportedly imminent.

Across its slate, Plimsoll remains focused on scalable, premium content that leverages its natural-history heritage while appealing to mainstream audiences in both the U.S. and international markets.

In a crowded landscape hungry for bold, original ideas, Shark! Celebrity Infested Waters stands out as a compelling fusion of star power, wild adventure and purpose-driven storytelling that proves that natural history can be thrilling, relevant and naturally entertaining.