The Grit is the first commercial film from BAFTA-nominated director Molly Manning Walker.
Amazon has launched a pan-European brand campaign that spotlights the passion and tenacity of real football players. The multi-channel campaign is based on the insight that playing women's football unleashes confidence and confidence on and off the pitch.
There, viewers will see a series of sharp, cinematic cuts, from free kicks to tackles, from outrage to celebration. From the pitch to the hall to the locker room, the players are the stars. Cleverly, this short story is juxtaposed with Teresa Brewer's 1950s song “Sweet Old Fashioned Girl.”
The ad marks the e-commerce giant's debut high-end brand campaign in support of UEFA Women's Football, its first major pan-European sports sponsorship.
“Across Europe, we have seen a huge increase in support for the women’s game, from record crowds to soaring grassroots registration numbers. We know it has a halo effect on people and helps them unleash confidence on and off the pitch,” said Joe Shoesmith, Amazon's vice president and global chief creative officer.
“Our campaigns aim to improve players, focusing on talent over adversity, and while the items players choose are essential to enhancing gameplay, It emphasizes that it is the dedication and passion of the players that makes it possible.”
The ad will run on broadcast TV, video on demand, movies, online video social channels, and digital out-of-home from this week until the end of May.
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Amazon
General Manager: Ed Smith
Head of EU Brand: Laura Downey
Global Chief Creative Officer: Joe Shoesmith
Executive Creative Director: Philip Griffiths
EU Brand Strategy Lead: Alexa Caldecott
Senior Campaign Manager: Grant Goodwin
Creative Program Manager: Lindsay Cockle
Producer: Paul Lewis
Art Director: Martin Tso
Senior Art Director: Matt Wood
Concept creative: Javed Jasani
Partnership Leader: Laura McDonnell
Adam & Eve DDB
Chief Creative Officer: Rick Brim
Creative Director: Matt Gay, Feargal Balance
Creative: Mark Shanley
Social Creative: Molly Johnston
Co-Head of Integrated Production: Sally Pritchett
Integrated Agency Producers: Rebecca Treloar and Hazel Corstens
Chief Strategy Officer: Martin Beverley
Planning Director: Will Grundy
Planning Director: Stuart Williams
Chief Experience Officer: Simon Adamson
Executive Chairman: Tammy Einav
CEO: Miranda Hipwell
Business Director: Joe Lorimer, Adam Patel
Account Director: Phoebe Swan
Account Manager: Becky Kilner
Design Director: Scott Silvey
Project Director: Abi Ripley
PR: Famke Pucey, Chenille Dhaliwal
Legal: Tom Campbell, Candice McLeod
television production
Director: Molly Manning Walker
DoP: Harry Wheeler
Production company: Rogue Films
Executive producer: Kate Taylor
Producer: Maddy Easton
Production Manager: Natalie Isaac
Audio Company: 750 MPH
Audio Engineer: Sam Ashwell, Jake Ashwell
Audio Producer: Olivia Ray & Carla Thomas
Editing company: Assembly Rooms
Editor: Eve Ashwell
Deputy Editor-in-Chief: Tamara Ishida
Editorial Producer: Phoebe Armstrong Beaver
Colorist: Simone Grattarola (Time Based Arts)
Color Executive Producer: Dan Krieger (Time Based Arts)
Post-production company: Untold Studios
Post Chief Creative Officer: Neil Davies
VFX Supervisor: Adam Grint
Post-Executive Producer: Ian Berry & Tom Igglesden
Post Producer: Jordan Malonga
VFX artists: Roman Sotola Liska, Felicia Petersen, Hollie Gilbert, Jess Kavasoglu, Emma Tyler, Yann Benedi, Ryan Rafferty Phelan, Pete Hughes
Design Studio: King Henry
Designer: Scott Silvey, Martin Go, Carl Buick, Dave Robinson
Music supervision: Sunny Kapoor, Connie Edwards at Curation Music
Music track: Sweet Old Fashioned Girl by Teresa Brewer
Still image production
Production company: Rogue Films
Executive producer: Kate Taylor
Producer: Maddy Easton
Editor: Tamara Ishida, The Assembly Rooms
Editorial Producer: Phoebe Armstrong Beaver, Assembly Rooms
Colorist: Simone Grattarola, Time Based Arts
Color Executive Producer: Dan Krieger
Post-production company: Untold Studios
Post Chief Creative Officer: Neil Davies
Post Producer: Jordan Malonga
Retouch: Mark Henry (King Henry)
Design Studio: King Henry
Design Director: Scott Silvey
Designer: Martin Go
Senior Creative Artwork/Deputy Studio Manager: Dave Callow (King Henry)
social production
Director: Jack Snow
Production company: Monkey Films
Executive producer: Philip Killingbeck
Producer: Luan Nel
Audio Company: 750 MPH
Audio Engineer: Lucas Trigg
Audio producer: Olivia Ray, Carla Thomas
Editor: Tamara Ishida, The Assembly Rooms
Editorial Producer: Phoebe Armstrong Beaver, Assembly Rooms
Post-production company: Cain&AbelDDB
Technical Motion Lead: Sam Kim
Managing Editor: James Ireland
Post Producer: Keira Brogan
Graphic: King Henry
Designer: Martin Go, Karl Buick
Music track: Platonic Bounce
Music supervision: Twenty Below Music
