Stink London contacted us to create the Digital Content for the new Guinness campaign that would sit alongside John Hillcoat’s main TVC’s. We conducted interviews with the athletes to delve deeper into the personal stories portrayed in the commercials. To create the extra length to tell their stories we directed 2nd Unit with the idea of making the digital content feel like extended cuts of the TVC’s.
Ashwin Willemse: The Right Path tells the story of a man who had a choice of two paths when growing up. One dictated to him by a notorious Cape Town gang, and one he would need to make for himself, to follow a path to the pinnacle of rugby. The film celebrates the choice that he made to defy his circumstances, and with the encouragement of those around him, he became who he really wanted to be, eventually winning 19 caps for his country and becoming a World Champion in 2007.
Director: Tubby Brother
Agency: AMV BBDO
Creative Director: Dave Buchanan
Creatives: Toby Allen, Jim Hilson
Production: Tubby Brother / Stink London / Stillking Cape Town
Edit: Tubby Brother
Sound: James Cobbold @ 750mph
Colourist: Matthieu Toullet @ MPC
Online: Tubby Brother