Virgin Media: Be The Fastest

Credits & Description:

Superfast broadband, 9.58.
Brand: Virgin Media
Corporate Name of Client: Virgin Media
Agency: Bartle Bogle Hegarty, London
Executive Creative Director: Nick Gill
Creative Director: Davud Karbassioun
Head of TV: Davud Karbassioun
Agency Producers: Alen Grebovic/Victoria Keenan
Production Company: Academy Films, London
Director: Seb Edwards
Producer: Dom Thomas
Director of Photography: Alwin Kuchler
Post-Production Company: Electric Theatre Collective, London
Editing Facility: Trim Editing, London
Editor: Tom Lindsay
Synopsis:
When Usain Bolt won the 100 metre World Championships in 2009 he became the fastest human in history, running an unbelievable time of 9.58 seconds. This film for Virgin Media is a homage to Bolt's record, and shows a series of short films each lasting 9.58 seconds to illustrate what it means to be the fastest.
The theme for this unique film was anchored around the time of 9.58 seconds. We created a sound design and music rule that meant everything had to work precisely to 9.58 seconds and the timing meter that this created. Every second in every shot is signified through the sound design and music - the sound design IS the clock for our story. We also enhanced each scene with story telling sound design to convey the power, struggle, effort and glory of Usain Bolt's iconic talent and career.