Creativity

Samsung: Sport Doesn't Care Who You Are

Brutal.

Published on Aug 28, 2012

Editor's Pick

Thought the Olympics were tough? A fast-paced spot out of 72andSunny Amsterdam promoting Samsung's sponsorship of the 2012 Paralympics make you wonder if these games aren't actually tougher than the ones that came before them. Scenes of Paralympians partaking in grueling training routines with bulldog coaches highlight the fact that this competition is clearly not for sissies. In a smart choice of talent, the spot was directed by Smuggler's Henry-Alex Rubin, who had previously documented the fierce sport of wheelchair rugby in his 2005 critically acclaimed documentary Murderball.

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About

Credits

Date
Aug 28, 2012
Agency:
72andSunny Amsterdam
Client:
Samsung
Executive Creative Director:
Carlo Cavallone
Executive Creative Director:
Bryan Rowles
Copywriter:
Carlo Cavallone
Designer:
Bryan Rowles
Copywriter:
Emiliano Trieveiler
Designer:
Patric Franz
Director:
Henry-Alex Rubin
Production Company:
Smuggler
Brand Director:
Judson Whigham
Brand Manager:
Rebeccah Lowe
Senior Business Affairs:
Madelon Pol
Film Producer:
Fiona Plumstead
Production Director:
Maria Perez
Production Company:
Smuggler
Director:
Henry-Alex Rubin
EP:
Chris Barrett
Line Producer:
Ray Leakey
Director of Photography:
Ken Seng
Offline Editing:
Marshall Street Editors
Editor:
Patric Ryan
Editor:
Elena De Palma
Offline Producer:
S.J. O'Mara
Online Edit:
Moving Picture Company

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