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Top Spot of the Week: Samsung’s "What’s Your Problem? Sport Doesn’t Care"

By

Robert Goldrich

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Henry-Alex Rubin of Smuggler directed this 90-second “What’s your problem? Sport Doesn’t Care” film capturing intimate moments in the lives of five Samsung Galaxy Team Paralympic Games athletes along with an appearance by U.S. Paralympian Evan Strong. Documenting everything from the 5 am wake-up calls and grueling workouts, to harsh weather and fear of failure, the piece depicts the myriad of trials faced by any top athlete, including those looking to compete in the Sochi 2014 Paralympic Winter Games.

Athletes featured in the films include: Jessica Gallagher--alpine skiing--Australia; Seung-Hwan Jung--ice sledge hockey-Korea; Katarzyna Rogowiec-cross-country skiing and biathlon-Poland; Anna Schaffelhuber-alpine skiing-Germany; Evan Strong-snowboard cross–United States; and Greg Westlake-ice sledge hockey-Canada.

Agency is 72andSunny Amsterdam.
 

Credits

Client Samsung  Agency 72andSunny Amsterdam Carlo Cavallone, executive creative director/writer; Paulo Martins, creative director/designer; Yann Corlay, writer; Wendy Richardeson, designer; Eline Bakker, producer; Stephanie Newman, director of strategy. Production Smuggler, London. Henry-Alex Rubin, director; Ramon Leakey, producer; David Devlin, DP. Editorial Whitehouse Post, London. Russell Icke, editor; Iain Whitewright, assistant editor; Lisa Kenrick, exec producer. Post Glassworks Amsterdam. Armand Weeresinghe, exec producer; Scott Harris, colorist; Morten Vinther, lead Flame artist; Kyle Obley, Urs Furrer, Bob Roijen, Flame artists. Music Madplanet London Sam Morris, Dan Rodgers, company directors. Daniel Berridge, composer (title track: “Winter” from publisher Madplanet/Daniel&Berridge.)

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