Cannes Lions

Pause is Power - The Vault

SOMESUCH, Culver City / POWERADE / 2024

Film
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Overview

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Credits

OVERVIEW

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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