After watching the promotional video for the HEAD World Cup Rebels team, my pulse immediately increased and I was left feeling uneasy. It reminds me of the feeling I get when I watch the opening title sequence of “Fight Club.” Little did I know that these feelings were completely intentional. Check it out for yourself below.
After a Google search I learned that the HEAD World Cup Rebels are an elite team of extreme skiers at the very top of their game. These are the kind of athletes that are missing the “fear gene” that most people have. Director Andrew Popplestone deliberately meant for this piece to be fast-paced and adrenaline-filled.
“So we asked ourselves ‘What does it feel like to race down a mountain at 60mph on nothing but a pair of skis?’ and ‘what does it take for a person to be able to do that?'” says Popplestone. “So we created an intense, heart-thumping roller-coaster ride speeding down the mountainside from the POV of the skier. In an abstract graphic world designed to capture the absolute rush that the athletes feel and the intense dedication and tunnel-vision like focus required to simply stay alive.”
It now makes perfect sense for why I was feeling uneasy by the end of the promo. This video is a perfect example of the synergy that can be created when good audio design is combined with well-thought-out editing decisions to support the overall vision.
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