Cannes Lions

Unleashed

MPC, Culver City / BEATS BY DRE / 2020

Film
Demo Film
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Overview

Entries

Credits

OVERVIEW

Idea

The high-energy film showcases the wireless Powerbeats Pro earphones in action on some of the world's most elite athletes, from gymnast pro Simone Biles performing an extreme tumbling sequence, to LeBron James achieving a slam dunk.

Execution

The film is extremely fast-paced, cutting rapidly between different athletes in action in their respective sports. The brief in terms of the color grade was to make these quick-changing sequences feel natural and authentic to help immerse the viewer and connect them with each athlete.

The grade embraced the natural elements of the locations and gave them a rich feel without looking stylized. We want viewers to feel like they are with the athlete, so anything too stylized would detract from this. The important thing with the grade was restraint - looking gritty/honest. It complements the story - it would've been easy to give too much of a 'look' and detract from the vision.