Film Craft > Film Craft
R/GA HUSTLE, London / BEATS BY DRE / 2016
Overview
Credits
BriefExplanation
‘The Game Starts Here’ tells the pre-game stories of three of rugby’s biggest athletes as they prepare for the biggest test in rugby - the Rugby World Cup. For these athletes the path to victory begins months before the tournament. They use Beats headphones to help them prepare mentally and physically to perform on the world stage. But the film goes beyond the athletes for this is not a game of 15 men, it is a game of millions –a game that whole nations plays in the buildup to the tournament. The players use the support and pressure of their nations to fuel their preparation. To win the mental game they transform expectation and pressure into motivation and focus. They turn the hopes and dreams of their country into performance on the pitch. In this game, we demonstrate that we are all players and it’s ours to win.
EntrySummary
Each film is interspersed with emotive cultural references to tap into fans’ national pride and expose player thoughts and fears. In New Zealand, where rugby is life, we expose the world to the daily ritual Richie McCaw embarks on as he rises each day. We document the essence of rugby life on the Islands and created a bespoke haka - a sacred Maori war cry performed by the All Blacks before every rugby match - for Richie, and capture the confidence of the nation as they approach the tournament. The France film tackles the failure of previous tournaments, the accusations leveled at players, and the mood of the nation as it tries to put its faith back into the team. Finally, the England film explores the emotions of captain Chris Robshaw, and the nation, as they prepare to defend the birthplace of the game.
MediaStrategy
We wanted our film to feel like a piece of cinema rather than a commercial. The cinematographer
created a beautiful look that felt at once naturalistic and powerfully epic. He combined the emotional close ups of faces of our athlete with portraits of the people he is playing for and he used epic drone shots and wides to capture the power and beauty of
the New Zealand south island that gave Richie McCaw his strength.
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