IS THIS HOW HORSE RACING ONCE STARTED?
Title | IS THIS HOW HORSE RACING ONCE STARTED? |
Brand | ATG |
Product/Service | ATG |
Category |
A04. Production Design / Art Direction |
Entrant
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
Idea Creation
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
Production
|
BLECK Stockholm, SWEDEN
|
Credits
Jesper Holst |
Åkestam Holst Noa |
Art Director |
Mark Ardelius |
Åkestam Holst Noa |
Copywriter |
Magnus Hamberg |
Åkestam Holst Noa |
Client lead |
Henrik Sjödin |
Åkestam Holst Noa |
Planner |
Ikka Norberg |
Åkestam Holst Noa |
Production Manager |
Helena de Brun |
Åkestam Holst Noa |
Agencu Producer |
Bart Timmer |
Bacon film |
Director |
Tim Lorentzon |
Bleck Film |
DOP |
Josefin Kollberg |
Bleck Film |
Executive Producer |
John Ericson |
Bleck Film |
Producer |
Ulrika Sjölin |
Bleck Film |
Costume Designer |
Marina Ritvall |
Bleck Film |
Make-up, Hair, Wig & FX Designer |
Peter Brandt |
Bleck Film |
Editor |
Kevin Koch |
Bleck Film |
Sound Designer |
Copenhagen Visual |
Copenhagen Visual |
VFX/Grade/Online |
Write a short summary of what happens in the film
In an action-packed ad, we are thrown back to the Swedish countryside in the late 19th century. People are gathering at the farmers-market horse race to bet on three antagonists. One of them is a young and poor peasant girl who takes a critical bet against a prominent rich man who is no stranger to dirty tricks. There is also the seasoned and self-confident veteran, a master of his game. We follow the thrilling race along creeks, through meadows, and winding dirt roads. At the end of the race, an ATG spokesperson unexpectedly enters the frame in modern outfit addressing the audience with a question "Is this how harness racing once started? He casually states "Maybe so". And as the combatants pass the finishing line, now as modern day drivers on a modern track, he concludes; "One thing is sure: it's still as exciting."
Cultural / Context information for the jury
Harness racing is deeply rooted in the Swedish culture as it resonates with our past as a farming nation. It started centuries ago with peasants racing each other with horses and buggies on their way home from markets. Today, harness racing is a phenomenon attracting close to million people placing bets every Saturday with ATG, making it Swedens number one betting game (all categories).
Tell the jury about the production design / art direction. You may wish to comment on choices, challenges or effects.
In order to recreate the historical feeling we wanted, we shot in an historical environment on the swedish countryside. All props and costume where researched and brought in to create the illusion of a period piece.
We also added some VFX for example the explosion and some other tricks to enhance the feeling for a real dangerous and exciting race.