Park Pictures’ Seb Edwards directed this film titled Rumble to promote the fight between world heavyweight champion Tyson Fury and former UFC heavyweight champion Francis Ngannou, set for October 28 in Riyadh, Saudi Arabia. Created by Droga5, the cinematic 90-second film has officially gone viral, garnering 140 million views and counting during its first 24 hours online.
Rumble defies conventions, avoiding the typical competitor face-off by capturing prospective opponents sending psychic shockwaves to each other across the globe: one trains while the other has his moment of respite disrupted with a seismic force. Building off the saying that in boxing, a fighter lives rent-free in his opponent’s head, Rumble’s aesthetic thesis focuses in on the psychological build-up intertwined with each fighter’s training. As we get closer to the “Battle of the Baddest,” the shockwaves increase their taunting nature, and their influence is felt with greater consequence, as seen with visual cues like the collapse of the famous Hollywood sign. Ngannou’s Guinness record-holding uppercut (the hardest punch in the world) spars off with Fury’s devastating rapid-fire jabs. With Ngannou in the U.S. and Fury in the U.K., the face-off between boxers is reconceptualized by filmmaker Edwards with cinematic grandeur and cheeky humor.
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Credits
Agency Droga5 NY and Accenture Song David Droga, CEO, Accenture Song; Jason Kreher, chief creative officer, Accenture Song; Scott Bell chief creative officer; Tres Colacion, Giancarlo Rodas, group creative directors; Bastien Grisolet, Matt Sorrell, Alex Romans, Nathaniel Lawlor, Tom Coleman, Derek Lui, creative directors; Cara Checchini, sr. art director; Mia Rafowitz, sr. copywriter; Dan Pulito, design director; Kenisha Rullan, sr. designer; Kalissa White, designer; Ruben Mercadal, Jenn Mann, co-heads of production; Dave Stephenson, executive producer, film; Roger Moran, Patrick Wood, sr. producers, film; Madeleine Wilkinson, Harit Muttreja, associate producers, film; Cliff Lewis, director of art production; Dagmar Wong, sr. producer, art; Alyssa Dolman, executive producer, print & fabrication; Manini Gupta, sr. producer, interactive; Mike Ladman, sr. music supervisor; Mara Techam, Jr. music supervisor; Colleen Leddy, Harry Roman-Torres, co-chief strategy officers; Drew Wimel, group strategy director. Production Company Park Pictures Seb Edwards, director; Jackie Kelman Bisbee, Scott Howard, Fran Thompson, Michelle O’Brien, Charlotte Knight, exec producers; Chelsea Schwiering, head of production; Laurie Boccaccio, producer; Adam Arkapaw, DP; Maria Djurkovic, production designer; Gavin Fitch, art director; George Walker, 1st AD; Jane Lloyd, line producer; Hollie Bellis, producer; Andrew Tomlinson, set designer. 3D Design SHOWstudio Matthew Gossage, art director & director of technology; Izzie Koyander, jr. creative technologist. Editorial Cosmo Street Tom Lindsay, editor; Joey Henshaw, Alexandra Jimenez, assistant editors; Anne Lai, head of production. Postproduction Time Based Arts Simone Grattarola, colorist; Stephen Grasso, 2D lead; Mike Battcock, Ben Cantor, 3D leads; Bernie Varela, Adam Fenwick, Eleonora Laddago, Leo Weston, Liam Doyle, Lucy Lawrence, Ludvig Hallenius, Mike Outlaw, Olivia O’Neill, Prince Yladom, Ria Shroff, Andrius Jurkevicius, 2D artists; Bethan Williams, Joe Ibbett, Jordan Carter, Jordan Coles, Maxime Ponsart, Teodora Retegan, Ashley West, 3D artists; Lee Matthews, matte painting; Tom Johnson, exec producer; Tom Manton, producer. Music Sonny Bono, writer, "Bang Bang (My Baby Shot Me Down)"; Betty Chung, performer. Sound 750mph Sam Ashwell, sound design & mix; Olivia Ray, audio producer.
Once again, this holiday season, BBDO New York and the American Red Cross have launched a campaign underscoring the urgent needs of families disrupted by disasters--something that occurs every eight minutes across the country, over 7,000 times during the
holidays alone.
Running on TV and online through December, the campaign include this PSA titled “Packing,” directed by Anthony Frattolillo via One Free Play. The spot begins with a family that appears to be preparing for a trip. But the mood shifts dramatically when it is revealed the reason they are really packing is an imminent wildfire, and that they are evacuating to a Red Cross shelter. The spot ends with a call to action: “They’re relying on us. We’re relying on you. Please donate.”
BBDO associate creative director Nicole Dombey shared, “I experienced an evacuation as a child, and I’ll never forget the quiet confusion of that moment. As a team, we wanted to capture that mix of innocence and uncertainty families feel in those moments.”
Director Frattolillo stated, “I’ve packed that same car three times, sat in that same traffic jam, worrying about my safety and the safety of my family, thinking we might not see home again. So when we made this film, I wanted people to feel what that moment is really like, the fear, the uncertainty, and the hope that someone will be there when you need them most.”
