Steve Ayson of MJZ directed this spot which shows moms lamenting their sons becoming attractive to the opposite sex thanks to Old Spice. Agency is Wieden+Kennedy, Portland, Ore.
Credits
Client Old Spice. Agency Wieden + Kennedy Portland. Susan Hoffman and Joe Staples, executive creative directors; Craig Allen and Jason Bagley, creative directors; Justine Armour and David Povill, copywriters; Ruth Bellotti, art director; Linsday Reed, senior producer; Ben Grylewicz, head of production. Production MJZ, bicoastal/international. Steve Ayson, director; Ryley Brown, DP, Emma Wilcockson, executive producer; Mark Hall, line production. Shot on location in and around Auckland, New Zealand. Editorial HutchCo, Los Angeles. Jim Hutchins, editor; Patrick O’Leary, assistant editor; Jane Hutchins, post producer. VFX/Post The Mill. Arielle David, head of production; Sue Troyan, executive producer; Adam Reeb, producer; Ben Sposato, coordinator; Tim Davies, creative director/Flame lead; Steve Anderson, shoot supervisor; Meng-Yang Lu, 3D lead; Mike Di Nocco, 3D artist; John Price, Lisa Ryan, Margolit Steiner, Scott Wilson, Jale Parson, Edward Black, Steve Cokonis, Tara De Marco, Tim Robbins and Dag Ivarsory, 2D artists. MPC, Los Angeles. Mark Gethin, colorist. Music Walker, Portland. Brad Neely, composer/arranger; Sara Matarazzo, producer; Abbey Hickman, assistant producer. Music Record Warehouse Studio and GGRP Productions, Vancouver. Vince Renaud, music record engineer; Graeme Gibson, composition engineer; Zack Blackstone, music engineer assistant; Derick Cobden, record coordinator. Audio Barking Owl, Los Angeles. Brock Babcock, post engineer; Whitney Fromholtz, producer.
ScreenWork Categories:Commercial
Screenwork Type:Top Spot
Nike, W+K Amsterdam, Director Rich Hall Chronicle “The Five Stages of Haaland”
Directed by Rich Hall via Riff Raff Films for Wieden+Kennedy Amsterdam, this Nike film--titled “The Five Stages of Haaland”--reimagines a one-on-one battle through the goalkeeper’s perspective, dramatizing his psychological descent through the five stages of grief with Erling Haaland, the Norwegian soccer superstar, charging toward him.
Haaland scoring a goal is inevitable and the goalie knows it, experiencing the five stages-Denial, Anger, Negotiation, Despair and finally Acceptance. The hyper-stylized processing of the five stages with Haaland’s onslaught unfolding before our eyes blends cinematic intensity and humor, delivering a fresh exhilarating, tongue-in-cheek take on sports advertising.
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