Cannes Lions
SOMESUCH, Culver City / POWERADE / 2024
Overview
Entries
Credits
Background
Our goal with this work was to highlight an incredibly meaningful story, shaped as a visual tale full of details and insights. We took a thoughtful approach to ensure we captured Simone Biles's voice and powerful perspective, given how central it is to the creative idea. This work serves as a reminder of how intentional moments of pause and refocus can empower us.
Execution
We see Biles prepares to practice her sport amid a backdrop of media commentary. With a breath, the athlete tunes out the noise and begins her routine, with a slow-motion flip with voice-over commentary about her athletic performance before shifting to her own voice.
Biles can then be heard reflecting on her choice to “take a pause” — the gymnastics legend notably withdrew from the women's team final at the Tokyo games — before reminding herself to “do it for the little girl".
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