The campaign is fronted by some the UK's greatest medal hopefuls for 2012; 5k world champion Mo Farah, triple jump hero Phillips Idowu, and star gymnast Louis Smith, with each spot capturing the athlete's physical and emotional journey to sporting success, powered by Lucozade.
Director:
Ben Newman
Production Company:
Pulse
Agency:
Grey London
The films were shot on the Phantom, Red Epic and Canon 7d, over six days and in three separate locations, which consequently required a sizable amount of data wrangling in the initial stages.
Director, Ben Newman did an incredible job in making these three spots feel radically different from your average sports drink commercial. Pete Rypstra, Lead 2D artist, adds "It's been great working on these spots. Good idea, cracking edits and superbly directed. Ben's healthy obsession with symmetry and his eye for detail meant we had our work cut out for us as far as clean up was concerned. We then added 3D Massive crowds and camera flashes to enhance the atmosphere in various shots".
To add the final touches motion graphics were added by AfterFX duo, Shaun William Leong and Luke Tribe, before Colourist Aubrey Woodiwiss finished the campaign with its gritty grade.
Agency: Grey London
Producer: Natasha Elster
Creative Director: Dave Monk
Creatives: Rory Forrest, Ben Beale
Account Director: Sarah Jenkins
Production Company: Pulse
Director: Ben Newman
Producer: Neil Andrews
Editing Company: Stitch & Family
Editors: Leo @ Stitch, Tom @ Family
VFX & Design: The Mill
VFX Producer: Tom Johnson
Shoot Supervisor: Des Anwar
2D Lead Artist: Pete Ryptra
2D Artist: Siro Valente
Assist: Brad Wood
Motion Graphics: Shaun William Leong, Luke Tribe