SAMSUNG X TREK FACTORY RACING | WE ARE GREATER THAN I
| Title | SAMSUNG X TREK FACTORY RACING | WE ARE GREATER THAN I |
| Brand | SAMSUNG |
| Product/Service | SAMSUNG GALAXY |
| Category |
A01. Direction |
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Entrant Company
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72ANDSUNNY AMSTERDAM, THE NETHERLANDS
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Advertising Agency
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72ANDSUNNY AMSTERDAM, THE NETHERLANDS
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Production Company
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KNUCKLEHEAD London, UNITED KINGDOM
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Production Company 2
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DIVISION PRODUCTIONS Ljubljana, SLOVENIA
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Credits
| Carlo Cavallone |
72andSunny |
Executive Creative Director |
| Paulo Martins |
72andSunny |
Creative Director |
| Simone Moessinger |
72andSunny |
Creative Director |
| Domingo De La Villa |
72andsunny |
Creative |
| Felicitas Olschewski |
72andsunny |
Creative |
| Nic Owen |
72andsunny |
Managing Director |
| Rob Conibear |
72andsunny |
Group Brand Director |
| Josh Akmens |
72andsunny |
Brand Director |
| Stephanie Feeney |
72andsunny |
Director Of Strategy |
| Alex Jordan |
72andsunny |
Strategist |
| Simon Summerscales |
72andsunny |
Director Of Communications Strategy |
| Madelon Pol |
72andsunny |
Business Affairs Director |
| Hoon Kang |
Samsung |
Head Of Sports And Entertainment Marketing |
| Jeff Yangsoo Kim |
Samsung |
Sports And Entertainment Marketing |
| David Park |
Samsung |
Sports And Entertainment Marketing |
| Tk Park |
Samsung |
Sports And Entertainment Marketing |
| Christopher Hewitt |
Knucklehead |
Director |
| Adam Marshall |
Whitehouse Post |
Editor |
| Matthew Brown |
Knucklehead |
Producer |
| Jane Bakx |
Glassworks Amsterdam |
Producer |
The Campaign
Our film is about the journey of a domestique in a cycling team. It’s about all the sacrifices he, as a cyclist who rides for his leader, needs to endure. In the end he’s given it his all just to lose.
As most domestiques are nameless riders we wanted to make him as faceless as possible throughout his journey, which we did by always filming him from behind. Only at the point where he needs to handover to his leader, his final duty, did we spin the camera around to reveal his face just as he moves out of the way.
In order to ensure as much authenticity as possible we enlisted the expertise and help from as many cyclists as possible. In the end our film was staring Fabian Cancellara and Gregory Rast and featured the voices of David Millar, Phil Ligget and Jens Voigt. This was truly a film for the cycling community, made with the help of the cycling community.
Creative Execution
The Art Direction of the film was designed to take the viewers on a intense cinematic journey on the life of a domestique, from the depths of pain to the euphoric highs. From the business to loneliness. We intended to create as much contrast as possible between scenes, from harsh to beautiful. We portrayed natured and other obstacles of the road like fire, fans and vehicles as enemies for the cyclist.
Since the role of a domestique is such a lonely one we chose to always stay behind our rider, never revealing his face until the very last moment. Which is the moment he moves out of his way to make way for his leader to win the race.