ADIDAS "TAKE THE STAGE"
*One Club's Emerging Director Award for Broadcast - Winner
*#1 on FAST COMPANY's 12 Best Ads of the 2012 Olympics
*Shortlisted for British Arrow Awards for New Director
*Cannes Young Directors Award - Silver
*Best London 2012 Olympics adverts - THE TELEGRAPH
*Silver at the Hollywood A-List Awards for Foreign Production
AGENCY: SID LEE
RUNNING TIME: 1:00
COMMERCIAL, 2012
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For the Adidas “Take The Stage” campaign I worked with Sid Lee to tell the story of Team GB’s athletes in their final moments before the 2012 Olympics. As a young athlete I was always fascinated with the psychology of competition and mental toughness, so I loved having the opportunity to translate this mind-set into a piece of cinema.
They are in the olympic stadium, their names been called, whistle’s been blown, and their lifetime of preparation will be summarized after One. Last. Breath. In this moment, there is a reflection, a metaphoric montage of what their personal journey leading up to this might look like.
Over four weeks we traveled all across England visiting four athletes at the height of their Olympic preparations. On sight we converted their local gyms or training facilities into modest filming studios, and then used all sorts of tricks to film them in the psychology of this immense moment. Even though the job was modestly budgeted as a UK Only commercial, my steady producer Ben Sullivan, my cinematographer Ross McLennin, and myself were all swinging for the fences, trying to go as big as possible. Somehow we found a way to do it all, and were seriously supported by the blokes who fell in love with the job along the way.
ADIDAS "TAKE THE STAGE" Phillips Idowu
RUNNING TIME: :30
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ADIDAS "TAKE THE STAGE" Louis Smith
RUNNING TIME: :30
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ADIDAS "TAKE THE STAGE" Jess Ennis
RUNNING TIME: :30
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ADIDAS "TAKE THE STAGE" Tom Daley
RUNNING TIME: :30
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CREDITS
creatives Daniel Chandler & Dan Brooks
director Isaiah Seret
cinematographer Ross McLennan
production co. PRETTYBIRD
executive producers Ali Brown & Juliette Larthe
producer Ben Sullivan
assistant director Jay Arthur
featuring Jess Ennis, Tom Daley, Louis Smith, Phillips Idowu
team GB narrator Ashley Walters
art director Lou Corcoran
editor James Rose @Final Cut
vfx supervisor Gary Brown @Munky
colorist Steffan Perry @Framestore
music by Sebastian (Team GB) and Rustie (30's)
sound design by Boogie Studios