Title	SAMSUNG X TREK FACTORY RACING | WE ARE GREATER THAN I
Brand	SAMSUNG
Product/Service	SAMSUNG GALAXY
Category	A05. Cinematography
Entrant Company	72ANDSUNNY AMSTERDAM, THE NETHERLANDS
Advertising Agency	72ANDSUNNY AMSTERDAM, THE NETHERLANDS
Production Company	KNUCKLEHEAD London, UNITED KINGDOM
Production Company 2	DIVISION PRODUCTIONS Ljubljana, SLOVENIA

Name	Company	Position
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 cinematography was prepared to show painful and intense moments in the most beautiful way possible, all the time focused on him and his battle against everything. There is constant change between shots close to our rider to wide lenses with shallow depth of field to create intimacy and sharpness of perspective that translates as focus. The natural and ambient light was a key element to play with backlights and allow a look close to nature.