Created by Venables Bell & Partners, Reebok’s “Sport the Unexpected” campaign kicks off with “Storm the Court,” a film featuring an unexpected, and seemingly uninvited guest who interrupts a pick-up basketball game–stopping people in their tracks. The film showcases the Reebok Aztrek Double, an all-new update to the brand’s original all-terrain adventure shoe from 1993.
Tom Noakes of PRETTYBIRD directed “Storm the Court” with music supervision and sound design from Barking Owl. The music track was “Prayer Hands” by A-Trak and YehMe2. Editor was Shane Reid of Exile.
Credits
Client Reebok International Agency Venables Bell & Partners, San Francisco Paul Venables, founder, chairman; Will McGinness, executive creative director; Byron Del Rosario, creative director; Allie Nordstrom, sr. art director; Elliot Nordstrom, sr. copywriter; Hilary Coate, director of integrated production; Namrata Abhyankar, producer. Michael Davidson, associate partner, head of strategy; Dylan Phillips, sr. strategist; Raquel Bedard, director of Lumberyard Production PRETTYBIRD, Culver City, Calif. Tom Noakes, director; Kerstin Emhoff, co-founder/exec producer; Rika Osenberg, head of production; Julie Sawyer, producer; Larkin Seiple, DP; Jason Hougaard, production designer. Editorial Exile, Santa Monica, Calif. Shane Reid, editor; CL Weaver, exec producer; Jennifer Locke, head of production; Michael Miller, sr. producer; Kyle Behrens, Jay McConville, Erin Mccaffrey, assistant editors. VFX/Finishing Framestore, Los Angeles James Razzall, president, advertising, North America; Bethan Thomas, director of production & operations; Aron Hjartarson, executive creative director; Ben West, Chris Waitt, creative directors; Georgina Poushkine, integrated advertising producer; Raul Ortego, sr. Flame/lead artist; Humberto Reynaga, Toby Brockhurst, Flame artists; Jose Alvarado, VFX coordinator; Jamie Runkle, production coordinator; Telecine Color Collective, NY Alex Bickell, colorist; Alex Jimenez, color assistant; Claudia Guevara, exec producer. Music/Sound Design Barking Owl, West Los Angeles Track: “Prayer Hands” by A-Trak and YehMe2; Kelly Bayett, creative director/partner; Jessica Dierauer, music supervisor; Morgan Johnson, sound designer; KC Dossett, producer. Audio Post Barking Owl, West Los Angeles AJ Murillo, engineer; Eolyne Arnold, assistant Exile, Santa Monica, Calif. Shane Reid, music edit
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.
