Are they the champion type?
The BBC's first trailer for its Wimbledon coverage, which starts June 25, runs through several of the championship contenders with each player's characteristics rendered over their body in type...
In the film by Red Bee Media each player is shown executing one of his or her key shots, while their bodies are covered in words and phrases that describe their particular playing style.
Hence, Rafael Nadal is emblazoned with fired-up lettering in the form of "pure aggression" and "power", while Roger Federer sports the more sedate "master tactician" and "fluidity". The design work was carried out by motion graphics studio, Mainframe.
The animated Akzidenz-Grotesk BQ Bold Condensed, which follows the movements of the players' clothing and appears tattoo-like on their skin, also sets up the endline, "In the end, one word will set them apart: champion".
Agency: Red Bee Media. Creative head/copywriter: Joe Lee; business director: Eve Hacking; planning director: John McDonald; editor: Ray Stevens @ The Family; design and post-production: Mainframe; audio: Jungle
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Alex Gopher's music video, 'the child', done in 2007 and was much much better...
Mm. Not great.
Can't wait for Craig Ward's pearls of wisdom on this....
I wonder what it would say if this campaign was done it the days of John McEnroe!
What's it done in? After Effects?
@ Jean marc Joesph. That music vid is a classic. But I think that's an unfair comparison.
Like the endline. Font used on the bodies looks a bit dull though.
Why Akzidenz-Grotesk BQ Bold Condensed?
King of Shaves did that for one of their grooming ranges (Kings 1965): http://www.kings1965.com/spirited.htm
Stop it. Just stop it.
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