A bunch of creatives with the foresight to grab the URL, youneedtherapy, deserve applause just for that. But Therapy Studios is going to get applause here for the film qualities of Skullcandy’s brand campaign, Push Pull.
What the spot lacks in uniqueness of idea (it’s rather similar to Possibilities, which is not a bad thing – if you have THE shoes and training wear, you probably also want THE headphones), it more than makes up for with a standout look and feel.
The 30 seconds of fast cuts and power-packed close-ups was directed by Tim K of Funny or Die’s commercial production division, Gifted Youth. It gives a glimpse into the music-fueled training routine of Cleveland Cavaliers all-star point guard, Kyrie Irving, to illustrate the drive and discipline required to be a professional athlete. It’s a motivational video with product placement. And with the product in Skullcandy’s hallmark acid yellow against an almost black and white landscape, a dab of placement here and there works hard.
Gifted Youth and Therapy Studios are frequent collaborators, and this ad demonstrates what good teamwork achieves. Editor, Doobie White, times slow motion moments that explode into real-time action, underscoring the juxtaposition of Kyrie’s stillness (the quiet before his storm) with the aggressive motion of his workout regimen. Therapy sound designer, Eddie Kim, provided the audio finesse that is a Skullcandy imperative. Listen to the clarity of the ambient sounds in this ad in particular.
Creative credits:
Production Company: Gifted Youth
Director: Tim Ketchersid
GY producers: Omar Bustso & Josh Martin
Editing & post production company: Therapy Studios
Editor: Doobie White
Editorial assistant: Amy Bostrom
Sound design & mix: Eddie Kim
Audio assistant: Eric Shin
Online artist: Omar Inguanzo
Senior producer: Allegra Bartlett
Colourist: Beau Leon / Company3
