| Title | THE CRUSHING CRESCENDO |
| Brand | ATLAS COPCO |
| Product/Service | MINETRUCK MT65 |
| Category |
B06. Financial Products & Services, Commercial Public Services, Business Products & Services |
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Entrant
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GRAVIZ Stockholm, SWEDEN
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Idea Creation
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GRAVIZ Stockholm, SWEDEN
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Media Placement
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GRAVIZ Stockholm, SWEDEN
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PR
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GRAVIZ Stockholm, SWEDEN
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Production
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FOLKE FILM Stockholm, SWEDEN
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Credits
| Ida Jagerfelt |
Graviz |
Copywriter |
| Axel Isberg |
Graviz |
Art Director |
| Sofia Orrheim |
Graviz |
Account Manager |
| Rodrigo Graviz |
Graviz |
CEO |
| Maceo Frost |
Folke Film |
Director |
| Filip Nilsson |
Folke Film |
Director |
| Christoffer Berg |
Christoffer Berg |
Music Producer |
| Anisa Dzindo |
Folke Film |
Producer |
| Martin Gustafson |
Folke Film |
Producer |
Brief Explanation
Why would a 5 ton boulder strike the final chord in a composition created by a Grammy nominated artist?
Atlas Copco’s new mine truck MT65 carries 65 tons – 5 tons more than the previous generations. The purpose of this film is to highlight the full force of 5 tons. Turns out there is one moment when you can almost sense the impact of heavy weight – when it’s falling.
Well renowned music producer Christoffer Berg who previously worked with Depeche Mode and Justin Timberlake was commissioned to compose a score where the crescendo is played by a massive boulder – dropped off from a cliff. The band playing at the foot of the quarry is no ordinary ensemble. It’s a self playing orchestra built and dedicated to play it’s own requiem. This is the Crushing Crescendo.