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Powerade Movie - That's Some Kind Of Power

basics
Industry: Non-alcoholic drinks
Media:TV & Cinema
Style: Minimalism
descriptioncnen
EntrySummary
Rocky, Brian's Song, Raging Bull, Rudy, The Pride of the Yankees, Somebody Up There Likes Me-you haven't made it until they've made a sports biopic about you.
ClientBriefOrObjective
The spot exists in two worlds—and both were approached with a keen, observational eye for authenticity. We built a bodega to look like modern-day Spanish Harlem; the flashback sequence required an extensive visual study of the world of ’70s soccer. This influenced not only the look of the spot—the cut of the uniforms, club crests, hairstyles, game-ball markings, the vintage look of the stadium, period-inspired signage—but also the “just a bit cheesy” sports choreography and the practical, down-’n’-dirty in-camera techniques to achieve them. The title art for “Glorious Foot” and “The End” was inspired by epic films of early Hollywood, and was hand-painted on acetate to reflect the lo-fi and highly crafted detail of that time. To keep the tagline and the product shot within the visual language of the bodega, we crafted a light-box sign that harkened back to classic in-store beer advertising of the age.
BriefExplanation
A teen athlete walks into a bodega to buy a bottle of Powerade and leaves with the owner's life story of what would have been if he had something as powerful as Powerade back in his day. The bodega owner, electrified by holding the power of Powerade, recounts how he would have been so unstoppable they would have made an epic movie about him. The film, "Glorious Foot," would have had it all-action, suspense, and the greatest ending of all time.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Film Craft
Production Design / Art Direction
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