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.
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Unleashed
Agency Zambezi / Culver City + Beats by Dr. Dre / Culver City + Doomsday Entertainment / Los Angeles
Category
Craft - Cinematography / Single
Annual ID
OS_MI20_021S
About the Work
Beats wasn't first to market with a truly wireless sport earphone and even though their technology would set them apart, we needed to find a new POV in the category and show the technology in a completely unique way. Our film is a three-act anthem, following the universal struggle of athletes as they train. From up-and-comers to international superstars, we worked with them to show their authentic and unique workouts. Through it all, the camera stays locked off in profile, highlighting the secure fit of Powerbeats Pro. In the first act, the athletes prepare for the challenges ahead, their movements are quick and deliberate. In act two, the pace quickens, their motion becomes more dynamic and intense, accelerating until finally it’s unsustainable and we reach the breaking point. The action stops. The music slows. Our athletes are beset with pain and exhaustion. But they don't stay down for long. Just as suddenly as it stopped, the action ramps up and into act three: Triumph. With Powerbeats Pro our athletes are unleashed. Motivated by their music, they run faster, work harder and reach the climax of their workouts.
2020 Awards
Total Points: 15
Silver Pencil
Credits
Agency
Zambezi / Culver City
Client / Brand
Beats By Dr. Dre / Culver City
Production Company
Doomsday Entertainment / Los Angeles
Art Director
DJ Bowser
Eugene Chang
Chief Creative Officer
Gavin Lester
Director
Hiro Murai
Director of Photography
Larkin Seiple
Executive Producer
Jason Cole
Writer
Kurt Gassman
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