Cannes Lions
WIEDEN+KENNEDY, New York / MICHELOB ULTRA / 2022
Overview
Entries
Credits
Execution
The film’s edit pays homage to classic film techniques used in two famous bowling movies: The Big Lebowski and Kingpin.
With these films as cinematic inspiration, Superior Bowl’s edit feels just as fresh as it does familiar.
“Superior Bowl” opens with a long, graphic shot of the bowling alley, slowly inviting viewers in. The visual textures and the diegetic sounds of the space are meant to treat the alley as a character itself.
The edit provides an element of surprise in how the characters are slowly revealed. Viewers are kept on their toes.
And while the athletes were not actually filmed together, methodical visual effects and comping allowed for movie magic.
Finally, at the film’s climax, Serena William’s dramatic entrance silences the crowd, taking the air out of the alley. Once she’s arrived, the music fully kicks in, and we cut to endcard, leaving the rest to the viewer’s imagination.