POWERADE
“Pause is Power” featuring
Lamine Yamal
Client - PoweradeAgency - Open X From WPP
Prod - Lovesong x Twentyfourseven
Director - Will Dohrn
DoP - Jack Exton
1st AD - Chris Malin
Socials AV + Stills: Leo Portes
A high-profile campaign for Powerade featuring rising football star Lamine Yamal about the moment before the moment that brings him back to his neighborhood, Rocafonda, the 304 where it all started.
We can also find an introspective Lamine talking about what his origins and neighborhood meant to him, and where he finds his power and inspiration, while ending with an amusing Powerade Crossbar Challenge to bring out his nonchalant skills.
Leading Lamine Yamal through the creative process both on and off camera meant directing his performance, designing sport-specific actions for social content, and ensuring authenticity in both the environment and the movement to obtain an organic performance.
Collaborating closely with the production and creative teams to align on timing, space and props validation, sports actions authenticity, and deliverables, making sure every scene reflected both the athlete’s essence and the brand’s message.
- Designing creative sports actions and interactions for AV/SOCIAL/BTS.
- Directing scenes.
- Planning movement and composition.
- Validating scenes, props and styles.
- Composing dynamic interactions and movement.
- Supervising safety measures.