Cannes Lions

THE CROWD IS MY ONLY DRUG

FACTORY STUDIOS, London / GLAXO SMITH-KLINE / 2013

Case Film
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To highlight GSK’s anti-doping campaign for London 2012, this film was designed to show the effect the sound of a crowd could have on an athlete. Our sound design was created to sonically depict how the roar of a crowd could travel into and through an athlete’s body, pushing them to greater performance levels on the track. Every scene uses the sound of a crowd, some more abstract than others, as we utilise various sound design techniques to create texture and dynamic to the ‘roar’s’ journey through the body. The sound design is purposely stylised and dramatic, but very much anchored to the core idea of the crowd being the athlete’s only drug.

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