Izzy Folau Answers The Critics

May 2, 2017
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Asics’ global Want it More positioning has been brought to life in a new campaign continuing their partnership with The Wallabies and ARU.

Inspired by the criticisms that are created by the press, the hero film focuses on star player Israel Folau’s approach to using that criticism as motivation for the upcoming season.

The spot directed by Melvin J Montalban, was shot specifically to highlight the individual endeavour each player goes through as a world-class athlete. Every Wallabies player will experience his own personal commentary and criticism to consider, and as human beings, it’s how we respond to this commentary that matters the most.

The campaign is supported with a suite of assets, including a full digital, social, print and POS rollout.

Watch the 60sec digital film here.

To see Melvin’s full showreel, click here.

EDM Mock-Up

Credits:
Director: Melvin J. Montalban
Producer: Morgan Benson-Taylor
DOP: Kieran Fowler
Production Designer: Ella Carey
Editor: Brad Hurt
Colourist: Matt Fezz
Sound Design & Post Production: Sonar Sound
Music Composition: Sam Cooke
Post Production: Matt Fezz
EP: Dave Jansen
Project Director: Sarah Reynolds
Project Manager: Callam Hanks
Photographer/ Stills: Zakarij Kaczmarek

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