Cannes Lions

Frances Tiafoe

GATORADE, New York / PEPSI / 2017

Film

Overview

Entries

Credits

Overview

Description

At its core, sport and competition celebrates the desire and will to win. We wanted to capture this spirit – this ability to win from within - by documenting the lives of young athletes who try to win against all odds.

Execution

As a child, Frances Tiafoe grew up at a tennis academy where his father was a maintenance worker. Frances and his twin brother idolized the best players and coaches on the circuit and dreamt of one day sharing that same stage. One day, a Russian coach noticed Frances’ talent and offered to pay for his entry into competitions. From there, it didn’t take long before Frances, at 14, started setting himself apart from his peers - beating many of the best 18 year olds in the country. Frances turned pro at 16 and is currently ranked 160th in the world. He played in his first U.S. Open Tournament last year and continues to impress the tennis community and his adoring fans. Only the sky is his limit now.

Outcome

As a result of the film's limited distribution, El Rey Network has accepted the film and will be creating hour-long programmatic content on broadcast and on-demand video that includes extended versions, along with ‘Behind the Scene’ footage.

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