“Rallying Cry,” a Nike spot celebrating female determination and persistence, marks the ad directing debut of Coralie Fargeat who comes fresh off of her first feature film, Revenge.
Shot in Thailand, the Nike commercial highlights women breaking barriers in sports and captures the power behind them. It is a call to action, encouraging women to make the world listen. The tagline of the spot is “The louder we play, the more we change the game.”
“Rallying Cry” features such notable athletes as tennis champion Serena Williams, boxer Tayla Harris, and soccer star Samantha Kerr.
The aforementioned Revenge, a gory thriller, has been praised for flipping the traditional “rape revenge” genre and in turn, empowering the main female character. Fargeat’s unique eye and ability to tell female stories made her a perfect fit for this Nike spot.
RESET added Fargeat to its roster earlier this year. In addition to Revenge, Fargeat is also behind the short films Reality + and The Telegram, both of which earned various awards during their festival circuit runs.
Credits
Client Nike Agency Wieden+Kennedy, Portland, Ore. Alberto Ponte, Ryan O’Rourke, creative directors; Becca Wadlinger, copywriter; Nils-Petter Loevgren, art director; Matt Hunnicutt, Mike Davidson, directors of production; Jake Grand, Krystle Mortimore, executive producers; Alexei Van Mourik, Tedi Tsuruda, sr. producers. Production RESET Coralie Fargeat, director; Dave Morrison, managing director; Deanne O’Neil, exec producer; JP Colombo, head of production; Lasse Frank Johannessen, DP; Francois Caillaud, 1st AD; Julie Sawyer, line producer. Editorial Rock Paper Scissors Biff Butler, editor; Eve Kornblum, managing director; Rana Martin, exec producer; Shada Shariatzadeh, head of production; Amanda Ornelas, editorial producer; Alyssa Oh, assistant editor. VFX/Animation The Mill Los Angeles Anastasia von Rahl, exec producer; James Allen, creative director; Lisha Tan, art director; Sidney Tan, concept designer; Nick Taylor, Scott Johnson, Flame artists; Alex Sorrano, producer; Michael Novo, production coordinator. Color The Mill Los Angeles Adam Scott, colorist; Linda Jackson, exec producer; Liza Kerlin, color producer. Audio Mix/Sound Design Eleven Sound Jeff Payne, mix/sound design; Andrew Smith, assistant mixer; Melissa Elston, exec producer; Maddee Bonniot, producer.
FCB Health New York, an IPG Health company, and SAFE Project have joined forces to create “The Snowball,” a short film that spotlights winter as a common catalyst for dangerous increases in alcohol consumption. In collaboration with creative studio LOBO, “The Snowball” combines a compelling visual metaphor with cutting-edge animation and a haunting soundtrack from Billie Holiday.
As millions embrace “Dry January,” the onset of colder, shorter winter days still leads to an uptick in alcohol misuse, which can lead to liver cirrhosis and other medical maladies and dangerous consequences for one’s life. Speaking to casual drinkers, “The Snowball” visually illustrates how anyone is at risk of becoming addicted to alcohol during this time of year when external climate variables can lead to excess consumption, even if the drinker does not immediately realize it.
Making good on the metaphor, the film follows one man as a quick liquor run gradually devolves into a full-blown addiction as a snowball gradually grows beside him, engulfing his whole life and eventually causing his demise. Set to the tune of Billie Holiday’s “Everything I Have Is Yours,” the film’s pathos is drawn from the sonic integrity of Holiday’s original recording maintained in the sound design as well as the singer’s tragic battle with substance abuse.
This entirely animated film was created using a hands-on, collaborative process rooted in traditional animation techniques, with every aspect of the artwork creation, design, and craftsmanship crafted entirely by human hands. AI-driven tools and processes were brought in during the animation rendering stage, helping the film achieve a distinct visual style that would have been difficult to achieve through... Read More
