SAMSUNG X TREK FACTORY RACING | WE ARE GREATER THAN I
Bronze Eurobest
Title
SAMSUNG X TREK FACTORY RACING | WE ARE GREATER THAN I
Brand
SAMSUNG
Product/Service
SAMSUNG GALAXY
Category
A06. Editing
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
Credits
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
Matthew Brown
Knucklehead
Producer
Christopher Hewitt
Knucklehead
Director
Adam Marshall
Whitehouse Post
Editor
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
Our approach for the edit was done to ensure we could show off all the sacrifices and challenges one rider endures over the course of a lifetime of riding, in a short span of 90 seconds. To do so we played a lot with pace and transitions, we also used match cuts to cut between moments, from small to massive, from personal to crowded. In order to give the viewer the feeling that he had seen more than he realized we added very short blips of shots, long enough that you would register it, but short enough that you wouldn’t focus on it. This gave the perception of a lifetime of content.
Throughout the film we were also building towards the crescendo of a race and the final duty of the domestique, the moment he moves out of his way for his leader. We made sure our edit pace could match that build up until the final resolve, the final duty, which we slowed down as emphasis.