The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2015 One Show - Film

Make Every Yard Count

Agency JWT India / Bangalore

Client Nike India
BACK TO RESULTS

Annual ID

150581A

About the Work

This cricket world cup film was composed from a crowd sourced image bank of 225001 frames of cricket crazy athletes. The final split second action is threaded together using1440 images featuring one seamless action across a thousand playing fields.Athletes and fans across the country were invited via Facebook, Twitter and nikecricket.in to send in their action images in any playing position. But each image was prefixed with a key action frame posted online including the fast bowlers leap, the batsmans hook, the fielders dive and the keepers stump. And thousands of these split second action images were uploaded online via mobile phone cameras, gopros, webcams and procams. The same split second action sequence was also activated in playgrounds, streets, gullies and cricket pitches by 108 travelling photographers across many small towns in rural India.Cricket Crazy chants, breaths, screams, appeals and sledges were recorded live and rendered into the film.