SAMSUNG X WORLD SURF LEAGUE | WE ARE GREATER THAN I
| Title | SAMSUNG X WORLD SURF LEAGUE | WE ARE GREATER THAN I |
| Brand | SAMSUNG |
| Product/Service | SAMSUNG GALAXY |
| Category |
A06. Editing |
|
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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STINK London, UNITED KINGDOM
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Credits
| 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 |
| Joe Walton |
Whitehouse Post |
Assistant Editor |
| 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
Our approach for the edit was done to create an emotional rollercoaster, slowly building in intensity. To achieve that, we played with pace and scale, always keeping the viewer on his toes, so he couldn't guess what's coming next. As our voiceover gets more animated, more visceral, we translated the same intention in our edit, with a crescendo that suddenly pauses for a few seconds, before starting its final ramp, the climax, then the peaceful resolution, as an emphasis on the final words of our voiceover, "without you, I'm nothing".