Tue, 02 Nov 2021 08:58:58 GMT
SCHEME ENGINE is proud to announce the launch of a new commercial for FILA Grant Hill x Sprite. Directed by Charles Todd, creative director of SCHEME ENGINE, the film pays homage to 'Grant Hill Drinks Sprite,' the iconic 1995 commercial featuring Grant Hill during his rookie season with the Detroit Pistons and a young man who attempts to replicate Hill’s prowess on the court.
Shot on the basketball courts that Hill and FILA donated to Chandler Park on the East Side of Detroit, the film begins with an anthemic look and feel. High-stakes music and slow-motion action shots build a heightened sense of drama in the first few frames. The young man from the 1995 spot has grown up and finally mastered the art of the dunk. The pace picks up as a quick sequence of cuts shows the young man sinking dunk after dunk. The camera transitions to capture a pair of FILA Grant Hill x Sprite shoes stepping onto the court. Grant enters the frame, the music halts, and tension builds. The young man issues a challenge to his hero and passes him the ball. Has he still got it? Grant sinks a three-point shot from outside the box, offering a bit of age-inspired wisdom as he reminds the young man that a dunk only gets you two points.
"Visually, we took inspiration from our favourite Spaghetti Westerns, treating the glorious dunk as a high-noon standoff between our hero and the rim,” says director Charles Todd. “Then Grant appears out of nowhere like the all-knowing sage that he is. I loved the original campaign and wanted to imbue a sense of playful mysticism in our remake.”
SCHEME ENGINE is a BIPOC-owned creative studio and production/post-production company. With a strong focus on women and minority representation, their roster of directors and in-house creatives – including producers, editors, and composers – are committed to magnifying essential and overlooked perspectives. Collectively, they share a desire to tell stories with integrity and purpose, with context both local and global.view more - Creative
Genres: Comedy, People, Dialogue
Categories: Soft Drinks, Carbonated DrinksScheme Engine, Tue, 02 Nov 2021 08:58:58 GMT