|标题||The Art of Greatness|
|广告战役||The Art of Greatness|
|哲学|| Wimbledon’s new campaign takes a detour from the cheering crowds and strawberries and cream to focus on a quieter but no less iconic aspect of its experience: the gardens. Directed by EspadaySantaCruz, its new advert ‘The Art of Greatness’, reimagines Wimbledon through the eyes of defending champion, Garbiñe Muguruza.|
The enchanting 60-second film was created by McCann//Craft, produced by 1stAveMachine and brought to life in post production by ENVY Advertising. In ‘The Art of Greatness’, Muguruza highlights Wimbledon’s English garden charm, which makes it so unique for competitors and spectators alike.
Production company 1stAveMachine worked closely with Madrid-based creative studio EspadaySantaCruz to create living portraits of Roger Federer and Muguruza herself in a way that reflects the precision and relentless hard work of the horticulturalist team who create Wimbledon’s renowned displays.
The portraits had to be created in specific Wimbledon brand colours using the right species of flowers that were authentic to Wimbledon displays. 1stAveMachine worked with an illustrator for the portraiture, then projection mapped these images onto the basic structure so that the horticulturalists could accurately plot the flowers and grasses in the exact positions for each flower arrangement.
‘The Art of Greatness’ marks ENVY Advertising’s second project for this year’s Championships – the first being ‘Sounds Like Wimbledon’. For this latest advert, the full-service post production facility was responsible for crafting a rich grade to complement the film and for creating a soundscape to underline Muguruza’s narrative development. Sound Designer, Rich Martin, wove together the sounds of nature which gradually become replaced with the roar of a cheering crowd.
‘The Art of Greatness’ is part of Wimbledon’s wider campaign this year, which kicked off with the trailer and was followed by an OOH campaign. ‘The Art of Greatness’ is part of a series of content films rolling out on social media that focus in greater depth on three key areas of Wimbledon: the gardens, the ticket resale scheme, and the famous queue.
|Post Production Company||ENVY Advertising|
|Sound Designer||Rich Martin|
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