SAMSUNG X WORLD SURF LEAGUE | WE ARE GREATER THAN I

Short List
TitleSAMSUNG X WORLD SURF LEAGUE | WE ARE GREATER THAN I
BrandSAMSUNG
Product/ServiceSAMSUNG GALAXY
Category A05. Cinematography
Entrant Company 72ANDSUNNY AMSTERDAM, THE NETHERLANDS
Advertising Agency 72ANDSUNNY AMSTERDAM, THE NETHERLANDS
Production Company STINK London, UNITED KINGDOM
Credits
Name Company Position
Carlo Cavallone 72andSunny Executive Creative Director
Paulo Martins 72andSunny Creative Director
Yann Corlay 72andSunny Writer
Patric Franz 72andSunny Art Director
Nic Owen 72andSunny Managing Director
Rob Conibear 72andsunny Group Brand Director
Katie Franz 72andSunny Brand Manager
Abigael Smith 72andSunny Brand Coordinator
Simon Summerscales 72andSunny Director Of Communications Strategy
Stephanie Feeney 72andSunny Director Of Strategy
Stephanie Oakley 72andSunny Director of Film Production
Peter Williams 72andSunny Producer
Eline Bakker 72andSunny Producer
Madelon Pol 72andSunny Business Affairs Director
Hoon Kang Samsung Head Of Sports And Entertainment Marketing
Daniel Kim Samsung Sports And Entertainment Marketing
Eliot Rausch Stink Director
Jon Chads Stink Executive Producer
Russell Icke Whitehouse Post Editor
Anya Kruzmetra Glassworks Amsterdam Senior Producer

The Campaign

This film is a story about co-dependency and the power of "we". It tells of each member of the surf community's gratitude for everything that made them excel. Grateful for both the positive and the challenging experiences, they appreciate all of them equally for motivating to pursue greatness. Within this journey through the mind of the surf community, we took an honest, uncompromised look at what surf really is in 2015. It was the opportunity for us to touch on subjects such as mentorship, friendship, family, but also rivalry, haters, localism, sexism and racism. While vividly depicting such negative stigmas and even violent encounters with people who oppose their chosen lifestyle or culture, we also wanted to show how working through these challenges only made the surfing community stronger and more driven. To remain as authentic as possible and reach out directly to the core surf community, we involved some of the world’s most popular surfers in the story, but instead of focusing on their strengths and skills, we decided to shine a light on their fragility and weakness.

Creative Execution

The cinematography was approached the same way as our storytelling. Beautifully honest and uncompromised, always focusing on the human story. Embracing natural and ambient light, getting closer to our characters to create intimacy and raise the emotional impact of each scene, placing the viewer at the center of the story by shooting subjective shots, to truly feel the intensity of those moments.