Cannes Lions

Kid Yamaka

MOTHER + FATHER, Los Angeles / VICE / 2016

Film
Supporting Images
Supporting Images

Overview

Entries

Credits

Overview

Description

The 14-minute film is a deeply human story, diving into Wohlman’s troubled background, his training under world-class coach Freddie Roach, and his path to personal redemption through boxing, Judaism, and sobriety. Wohlman is dynamic and charismatic, and he does not fit neatly into any pre-determined boxes. The film was written and directed by Ogens, shot by 8-time Emmy-winning cinematographer John Tipton.

I am drawn to complex characters in my documentary work and wanted to do a character study through the eyes of a modern athlete. Sports are a perfect metaphor for the human condition. It tests one’s limits, both physically and mentally. I wanted to go beyond the sport of boxing itself and capture the human condition, warts and all.

Visually, I borrowed from my directing work in advertising to create a sense of evocative realism, telling the truth, but still crafting an emotionally powerful story.

Execution

Vice/Fightland launched a 30 second teaser to the film on Dec 7, 2015 and promoted it across all of Vice's social media. On Dec 15, 2015, they launched the full film, promoted it across all of their social media platforms and included a clip from the film in Vice's Weekly mashup, which takes the best content from all their channels and creates a sneak peak that they send out through Vice.com and their social media platforms.

Outcome

Promoted across all Vice platforms.

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