Cannes Lions
HUMAN, Los Angeles / MOUNTAIN DEW / 2024
Overview
Entries
Credits
Background
• Situation
People get lost in their everyday lives and forget how much more there is to life.
• Brief + Objectives
Show how easy it is to take a moment to remember the things you love to do when not alone. Also who that you you are not alone in your thirst for adventure.
Execution
Client was looking for a track that ideally matches the energy of our film, both in the lower energy opening section, and in the more upbeat and energetic post-transformation section. Bonus points if there is a shift or lift in the song, which they would use for the transition scene in the elevator.
They liked the idea of using something classic, from the 1960s-1990s, but were also open to something new or unreleased - just as long as it doesn't fall in the middle ground. If the lyrics were a little descriptive that was great, but not mandatory. In terms of what the lyrics might
cover, themes could include: freedom, souls, rebellion, being yourself, and liberation
In terms of genre, they were always leaning to something in the rock world. In the end this track ticked all of the boxes the client wanted ticked.
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