The International Olympic Committee (IOC) rolled out this two minute short film titled What Agnes Saw. The film is narrated by Danai Gurira (Black Panther) and will be played during the Tokyo opening ceremonies on 7/23 and is part of the IOC’s “Stronger Together” campaign. What Agnes Saw was co-directed by Travon Free and Martin Desmond Roe, a duo that just won a Best Live Action Short Oscar for co-directing Two Distant Strangers. This is their first project since their big Oscar win, and Free’s first brand spot.
What Agnes Saw features 100-year-old Olympic legend Agnes Keleti and Olympic newcomer Sky Brown, connecting wisdom and experience with the future. The campaign celebrates the strength, resilience, and determination of athletes to bring hope, unity and inspiration to people around the world. Production company on the two-minute film was Dirty Robber.
Credits
Client International Olympic Committee Greg Groggel, executive producer, Olympic Originals; Mary Byrne, editor in chief, Olympic Channel; Christopher Carroll, director of marketing & digital engagement; Lars Silberbauer, global head of brand, marketing & digital; Matt McKie, head of global Olympics marketing; Catherine Green, sr. manager, Olympic marketing campaigns. Production Dirty Robber Martin Desmond Roe, Travon Free, creative directors/directors; Jasper Thomlinson, Chris Uettwiller, exec producers; Katie White, producer, L.A.; Anna Szijarto (Kinomoto), producer, Hungary; Chris Westerlund, DP (U.S.); Maytas Erdely, DP (Hungary). Postproduction Jamie Baker, Omri Kruvi, post producers. Music Score a Score Dan Rosen, composer.
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
