Excitement is an emotion as well as a visceral feeling. It is a way in which we lose ourselves, which is the essence of the new spot for Swedish horse race betting company ATG.
In it, we follow a woman who wakes up to find a horse in her house, before she is catapulted through a fantastic journey.
Swedish agency Åkestam Holst and Danish director Martin de Thurah via production house Bacon teamed up to create this dream of a film. Through magical realism, subtle sound design, and poetic images, the audience is taken on a breathtaking and almost cathartic journey through the excitement of betting on horses.
(Director de Thurah is handled in the U.S. and U.K. by Epoch Films.)
Credits
Client ATG Agency Åkestam Holst NoA Joakim Khoury, creative director; Mark Ardelius, Jesper Holst, creatives; Harald Larsson, Henrik Sjuodin, stratgists; Helena de Brun, producer; Lotta Person, graphic designer. Production Company Bacon Martin de Thurah, director; Samuel Cantor, exec producer; Axel Herrlin, producer; Alina Gron, production manager; Staffan Kihlbom, 1st AD; Kasper Tuxen, DFF, DP; Greg Shoulder, production designer; Zeke Soderlund, set dresser; Johanna Borggren, stylist; Seth Ericson, stunt coordinator; Oscar Ohlson, drone operator; Daniel Casselby, Drone camera operator; Philip di Luca, horse wrangler. Editorial Bacon CPH Peter Brandt, editor; jasmin Falk Jensen, assistant editor; Louise Ryge, post coordinator. Color & VFX Post BaconX Jan Tvilling, VFX creative director; Elina Carranza-Pitcher, VFX exec producer; Cilie Kragegaard, head of production/sr. producre; Daniella Strand, color/VFX producer; Hannibal Lang, colorist; Mikkel Hansen, Mario Maruska, VFX lead; Kai Hauswirth, Thomas Banner, VFX artists; Lassse Selvli, Soren Knudsen, conform.
Rappers Khuli Chana, Blxckie and 25K team up with Patriot Films director Sam Coleman, who is repped by Ridley Scott Associates (RSA) stateside, to celebrate the power of inspiration for KFC Streetwise and Ogilvy Johannesburg.
Every groundbreaking artist has a story, a moment of inspiration that drives their next wave of creativity. But this doesn’t happen in isolation--original needs to feed original. “There’s a wealth of creative energy bubbling up in the youth of South Africa,” said Coleman. “Everyone is out to try and make a dent in the creative landscape. Inspiration is everywhere you look and all a creative person needs is that spark to go to the next level.”
This 90-second spot features a stellar cast of South African artists riffing off each other, and while KFC Streetwise has long been a mainstay of the country’s youth culture, an authentic approach was critical. Ogilvy turned to Coleman whose experience includes fashion and street culture.
Notable South African creators who appear in the commercial film include Kind Kid toymaker Sanele Qwabe, “Nail Pimp” Nailed Ntswembu, the Island Gals skaters, fashion designer Ruberto Scholtz, visual director Rowan Sakarombe, custom car pimper Ofentse Mphatsoe and metal band Botswana Metalheads. The transitions from one innovator to another were important considerations for Coleman. He explained, “You’re really talking about a ripple effect and how one idea sparks another, so I wanted to create seamless uninterrupted progressions that would evoke that feeling of inspiration and flow.”
KFC’s chief marketing officer Grant Macpherson said, “From a brand perspective, I want to work with directors who have a strong, passionate point of view – someone who brings bold... Read More
