Continuing their groundbreaking collaboration on “The Truth Is Worth It” campaign for The New York Times, which took home 10 Lions at the 2019 Cannes Lions International Festival of Creativity, including the prestigious Grand Prix in Film Craft, Wave Studios has partnered again with agency Droga5 on this latest piece titled “Long Fight.”
Through photos of pioneering women athletes who seek pay equality in sports–including Billie Jean King–“Long Fight” is complemented by a tennis-themed soundscape. The sound design and mix are from Waves partner/creative director Aaron Reynolds and sound designer/mixer Jonny Platt.
The spot was edited by Akiko Iwakawa-Grieve of Rock Paper Scissors.
Music composers were Danny Bensi and Saunder Jurriaans.
Credits
Client The New York Times Agency Droga5 NY David Droga, creative chairman; Neil Heymann, chief creative officer; Tim Gordon, executive creative director; Laurie Howell, Toby Treyer-Evans, group creative directors; Topher Cochrane, sr. producer, film; Holly Fisher, producer, film; Mike Ladman, music supervisor. Lauren Ferreira, Leilanni Todd, associate creative directors; Jen Lally, associate design director; Jonny Bauer, global chief strategy officer; Nick Maschmeyer, strategy director;. Editorial Rock Paper Scissors Akiko Iwakawa-Grieve, editor; Michael Shugarman, Rhys Hecox, assistant editors. Julianne Cort, producer. Music Danny Bensi, Saunder Jurriaans, composers. Sound Wave Studios NY Aaron Reynolds, Jonny Platt, sound design & mix; Vicky Ferraro, exec producer.
Directed by Rich Hall via Riff Raff Films for Wieden+Kennedy Amsterdam, this Nike film--titled “The Five Stages of Haaland”--reimagines a one-on-one battle through the goalkeeper’s perspective, dramatizing his psychological descent through the five stages of grief with Erling Haaland, the Norwegian soccer superstar, charging toward him.
Haaland scoring a goal is inevitable and the goalie knows it, experiencing the five stages-Denial, Anger, Negotiation, Despair and finally Acceptance. The hyper-stylized processing of the five stages with Haaland’s onslaught unfolding before our eyes blends cinematic intensity and humor, delivering a fresh exhilarating, tongue-in-cheek take on sports advertising.
