Park Pictures’ Seb Edwards directed this film titled Rumble to promote the fight between world heavyweight champion Tyson Fury and former UFC heavyweight champion Francis Ngannou, set for October 28 in Riyadh, Saudi Arabia. Created by Droga5, the cinematic 90-second film has officially gone viral, garnering 140 million views and counting during its first 24 hours online.
Rumble defies conventions, avoiding the typical competitor face-off by capturing prospective opponents sending psychic shockwaves to each other across the globe: one trains while the other has his moment of respite disrupted with a seismic force. Building off the saying that in boxing, a fighter lives rent-free in his opponent’s head, Rumble’s aesthetic thesis focuses in on the psychological build-up intertwined with each fighter’s training. As we get closer to the “Battle of the Baddest,” the shockwaves increase their taunting nature, and their influence is felt with greater consequence, as seen with visual cues like the collapse of the famous Hollywood sign. Ngannou’s Guinness record-holding uppercut (the hardest punch in the world) spars off with Fury’s devastating rapid-fire jabs. With Ngannou in the U.S. and Fury in the U.K., the face-off between boxers is reconceptualized by filmmaker Edwards with cinematic grandeur and cheeky humor.
Credits
Agency Droga5 NY and Accenture Song David Droga, CEO, Accenture Song; Jason Kreher, chief creative officer, Accenture Song; Scott Bell chief creative officer; Tres Colacion, Giancarlo Rodas, group creative directors; Bastien Grisolet, Matt Sorrell, Alex Romans, Nathaniel Lawlor, Tom Coleman, Derek Lui, creative directors; Cara Checchini, sr. art director; Mia Rafowitz, sr. copywriter; Dan Pulito, design director; Kenisha Rullan, sr. designer; Kalissa White, designer; Ruben Mercadal, Jenn Mann, co-heads of production; Dave Stephenson, executive producer, film; Roger Moran, Patrick Wood, sr. producers, film; Madeleine Wilkinson, Harit Muttreja, associate producers, film; Cliff Lewis, director of art production; Dagmar Wong, sr. producer, art; Alyssa Dolman, executive producer, print & fabrication; Manini Gupta, sr. producer, interactive; Mike Ladman, sr. music supervisor; Mara Techam, Jr. music supervisor; Colleen Leddy, Harry Roman-Torres, co-chief strategy officers; Drew Wimel, group strategy director. Production Company Park Pictures Seb Edwards, director; Jackie Kelman Bisbee, Scott Howard, Fran Thompson, Michelle O’Brien, Charlotte Knight, exec producers; Chelsea Schwiering, head of production; Laurie Boccaccio, producer; Adam Arkapaw, DP; Maria Djurkovic, production designer; Gavin Fitch, art director; George Walker, 1st AD; Jane Lloyd, line producer; Hollie Bellis, producer; Andrew Tomlinson, set designer. 3D Design SHOWstudio Matthew Gossage, art director & director of technology; Izzie Koyander, jr. creative technologist. Editorial Cosmo Street Tom Lindsay, editor; Joey Henshaw, Alexandra Jimenez, assistant editors; Anne Lai, head of production. Postproduction Time Based Arts Simone Grattarola, colorist; Stephen Grasso, 2D lead; Mike Battcock, Ben Cantor, 3D leads; Bernie Varela, Adam Fenwick, Eleonora Laddago, Leo Weston, Liam Doyle, Lucy Lawrence, Ludvig Hallenius, Mike Outlaw, Olivia O’Neill, Prince Yladom, Ria Shroff, Andrius Jurkevicius, 2D artists; Bethan Williams, Joe Ibbett, Jordan Carter, Jordan Coles, Maxime Ponsart, Teodora Retegan, Ashley West, 3D artists; Lee Matthews, matte painting; Tom Johnson, exec producer; Tom Manton, producer. Music Sonny Bono, writer, "Bang Bang (My Baby Shot Me Down)"; Betty Chung, performer. Sound 750mph Sam Ashwell, sound design & mix; Olivia Ray, audio producer.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
