DOG EAT DOG
Fri, 21 Feb 2020 13:13:58 GMT
The latest director to join Dog Eat Dog’s growing roster, Lionel Mougin, continues his established relationship with AXA, showing just how far self-belief can get you.
The film was shot around Liverpool and features some of the Champion League-winning team’s biggest players, including Sadio Mané, Virgil Van Dijk and Mohamed Salah as well as manager Jürgen Klopp.
This is Lionel’s third collaboration with AXA since they were announced as Liverpool FC’s official training kit partner in May 2019.
Riffing off the values they share with Liverpool FC, AXA’s new brand promise ‘Know You Can’ is about encouraging their customers to feel confident in bettering themselves. Some of the reassuring lines from Klopp include, “We have to push each other. We have to be brave.”
Director Lionel comments on the relationship he shares with AXA’s Brand Director Paul Bennett: “The project was built on the amazing connection felt from the very beginning with Paul. We started when he was in charge of the French market only. The more we worked together, the more we felt we could trust each other on a creative level. It soon became obvious for both of us that we should try to achieve something in complete osmosis. That's how this project started.”
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Director: Lionel Mougin
Producer: Fabyan Daw
Executive Producers: Mark O'Sullivan & Harvey Ascott
DOP: Gianpaolo Lupori
Editor: Thierry Hoss
Colourist: Anne Szymkowiak
Flame Artists: Sylvian Fabre - Paul Briault
Flame Assistant: Mathilde Scoarnec
Sound Edit: Nicolas Haas
Final Sound Mix: Studios Kouz
Production FR: Philippe Dugay
Production US: Brian Miller