Cannes Lions
BBH, London / VIRGIN / 2017
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This film is about what it feels like to experience speed, at a physical and emotional level. When Usain Bolt broke the world 100m record he did it in an incredible 9.58 seconds. This film re-creates that experience with increasing excitement. It describes the feeling of running at such speed from different and varied perspectives. It attempts to lift the lid on the real Bolt. It shows the ‘overwhelming rush of hurt’ he describes when talking about his training schedule, the impact his achievement had on adoring fans, the healthy Jamaican diet he grew up on and the Jamaican dance culture he is still a part of.
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