Cannes Lions

From Federer

PHENOMENON, Los Angeles / WILSON SPORTING GOODS / 2017

Film

Overview

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Credits

Overview

Description

We created “From Federer” to announce the arrival of the new Pro Staff RF97 Autograph--the first racket designed by Wilson and Roger Federer. The film, whose look complemented the sleek black design of the RF97, featured top junior players, Federer himself, and a handwritten note from Roger that plays a central role. In the letter, Fed writes about the type of players he designed the racket for: The ones who, like Federer himself, push harder, play faster and are obsessed with the game. Players who look at Roger not as someone emulate, but someone to one day eclipse.

In the film, fast-paced action shots showing athletes giving 100% on the court were intercut with quiet moments between points, games and matches, where the players reading sections of the letter written by Federer as if he’s reading it to them personally.

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