Cannes Lions

NISSAN IN ASSOCIATION WITH DC SHOES PRESENTS THE HEADLIGHT SESSIONS

PROUD ROBINSON, Brighton / NISSAN / 2015

Film

Overview

Entries

Credits

Overview

Description

Cities offer some of the best terrain for the majority of action sport disciplines

By day these spots form a part of the public domain, filled with the bustle of urban life. By night they form the ultimate testing ground for some of the world’s greatest athletes, a canvas of new possibilities for self expression.

Through the lens of the Nissan Juke, the Headlight Sessions brings to life the inherent culture of actions sports, the constant drive for innovation, creativity and the discovery of new thrills.

Wes Kremer, Matt Miller, Madars Apse, Antony Lopez, Joseph Scott and the Juke Nismo RS hit the streets of Barcelona, shining a light on some of Europe’s most iconic skate spots. This is their sport, passion and skill laid bare; no crowds, no judges, no prize money, just their desire to push boundaries and defy conventions.

Execution

We were keen to use a track from an authentic recording artist that would create a unified tone for the partnership and both cement and elevate the creative concept.

The haunting tone of the track, and intro hook in particular, created a powerful and recallable identity that fitted perfectly with the primary creative threads of night and light.

Whilst incorporating elements of electronic music, it maintains an organic and improvised quality, which allowed us to bring to life the freedom and inherent creativity within street skating, both in the shot selection and overall edit style.

The Latin influences within the track provide a subtle reference to the geographic location, whilst the weight and pace of the bass and drums provide a natural synergy with the Hip Hop culture that has become synonymous with the contemporary skate scene.

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