Agency twofifteenmccann has expanded its creative leadership with the promotion of Neil Bruce and Ezra Paulekas to creative directors.
Bruce joined twofifteenmccann in 2011 from TBWAChiatDay in Los Angeles where he worked on Sprint, Snickers, Skittles and Starburst. Previously, he was with Wieden+Kennedy in Portland where he was a writer on ESPN and Nike’s Brand Jordan.
Paulekas began his career as a graphic designer, front-end developer, 3D artist and animator on the east coast before moving to Los Angeles to join Sony Picture’s film marketing group. Prior to joining twofifteenmccann in 2014, he led work on Zune, The History Channel and T-Mobile at design studio Expolis, and worked on Intel, Google and Reebok at Venables Bell & Partners.
"The Fire Inside," about boxer Claressa "T-Rex" Shields, is not your standard inspirational sports drama, even if it feels like it for the first half of the movie.
There's the hopeless dream, the difficult home life, the blighted community, the devoted coach, the training montages, the setbacks and, against all odds, the win. We've seen this kind of story before, you might think, and you'd be right. But then the movie pulls the rug out from under you: The victory is not the end. "The Fire Inside," directed by Rachel Morrison and written by Barry Jenkins, is as much about what happens after the win. It's not always pretty or inspirational, but it is truthful, and important.
Sports dramas can be just as cliche as fairy tales, with the gold medal and beautiful wedding presented as a happy ending. We buy into it time and time again for obvious reasons, but the idea of a happy ending at all, or even an ending, is almost exclusively for the audience. We walk away content that someone has found true love or achieved that impossible goal after all that work. For the subject, however, it's a different proposition; Life, and all its mundanities, disappointments and hardships, continues after all. And in the world of sports, that high moment often comes so young that it might be easy to look at the rest of the journey as a disappointing comedown.
Claressa Shields, played by Ryan Destiny in the film, was only 17 when she went to the 2012 London Olympics. Everything was stacked against her, including the statistics: No American woman had ever won an Olympic gold medal in the sport before. Her opponents had years on her. She was still navigating high school in Flint, Michigan, and things on the home front were volatile and lacking. Food was sometimes scarce... Read More