Cannes Lions

Beautiful Life

SMUGGLER, London / MICHAEL KIWANUKA / 2023

Awards:

1 Grand Prix Cannes Lions
Original Content
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Overview

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Credits

OVERVIEW

Background

By weaving his artistic expertise with the stirring single from Kiwanuka, Phillip Youmans masterfully brings together a compelling narrative delivered by a varied and nuanced cast, showcasing the genuine resilience of the human spirit in a life-or-death scenario.

Idea

From the director, Phillip Youmans: “This story is a cautionary tale about our nation’s easy access to, and fascination with, guns. We follow teenagers playing Russian roulette with a parent’s revolver. As each player holds the gun up to their temple, their lives flash before their eyes. When we die, our bodies release DMT; as the chemical fills our bloodstream, it’s said that a person experiences their life flashing before their eyes. So close to their possible death, I wanted to explore these characters through their memories. With each pull of the trigger, the chance of death rises and each player deals with varying levels of fear. Overconfidence and recklessness underline the core themes of this film: life is beautiful and precious, and conformity and exhibitionism can be deadly. Though they’re fearful, they pull the trigger anyway, bowing to the pressure of the moment.”

Strategy

Shot on 16mm, the film takes a raw and immersive approach to create bold, dynamic, and claustrophobic feeling, while the kinetic camera during each flashback brings a nostalgic and alive feel. The power of the track into a matter of life and death, celebrating the real strength in human spirit.

Outcome

The video received widespread media attention and has garnered over 350k views.