""At their feet, the football is not a toy. It's a source of control - a tool," says Tricky. "So in a world of footballers trying to be the solution, what do you do?" Be The Problem suggests that the world has enough heroes and the ad itself feels like a super villain. Dark, sleek, mean - even the athletes appear superpowered as they launch into the air or appear to freeze time."
""Harry Wheeler's previous work with Adidas, New Balance, and even Idles proves that he has a real knack for dynamic camera work - his cinematography wobbles, obscures and whips across action - at times, the POV appears to be under ice, other times beads of sweat rain down on the camera. It all makes the viewer feel physically present and vulnerable rather than an omnipresent and unbiased observer. Stark shadows and beaming spotlights transform reality into personalised inner worlds that revolve solely around sport, putting the viewer into an athlete's shoes, forcing them to understand the emotional magnitude of what sports can mean.""
A commanding monologue positions the football as a source of control rather than a toy, reframing the ball as a deliberate tool. The creative stance rejects conventional hero narratives and adopts a supervillain tone, portraying athletes as dark, sleek and superpowered as they leap or freeze time. Cinematography employs wobble, blur, POV shifts, under-ice perspectives and beads of sweat on the lens to create physical immediacy and vulnerability. Stark shadows and beaming spotlights reshape scenes into personalised inner worlds centered on sport. The combined elements place viewers in an athlete's shoes and emphasize the emotional magnitude and intensity of sporting experience.
Read at Itsnicethat
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