Title | START YOUR IMPOSSIBLE: THE DUAL HEROES |
Brand | TOYOTA MOTOR ASIA PACIFIC |
Product / Service | TOKYO 2020 OLYMPIC / PARALYMPIC GAMES |
Category | A07. Use of Original Music |
Entrant | TOYOTA MOTOR ASIA PACIFIC Singapore, SINGAPORE |
Idea Creation | ADK Singapore, SINGAPORE |
Production | ACADEMY FILMS London, UNITED KINGDOM |
Name | Company | Position |
---|---|---|
Chris Gurney | ADK Singapore | Executive Creative Director |
Chris Gurney | ADK Singapore | Executive Creative Director |
Greg Rawson | Greg Rawson | Creative Director |
Sasha Rainbow | Sasha Rainbow | Director |
Tom Cartwright | Academy Films | Executive Producer |
Alex Jamin | Alex Jamin | Director Of Photography |
Shantanu Dasgupta | ADK Singapore | Regional Planning Director |
Joshua Okada | ADK Singapore | Business Director |
Mi Kyung Kim | Mi Kyung Kim | Agency Producer |
David Higgs | Electric Theatre Collective London | Editor |
James William Blades | JWB | Music Artist |
Jonny Platt | Wave Studios | Sound Design Arrangement |
Takeshi Takada | ALT VFX | Executive Producer |
Hui Chong Yong | ADK Singapore | Planner |
“Impossible” is the barrier that stands in the way of taking that first step toward a better future. For most people, the courage to take their first step to “overcome the impossible,” needs a source of inspiration. While other brands were using top-level celebrity sportspeople, we did the exact opposite. We found sportspeople who were champions not only in the stadium, but in the real world. The film shows these “Dual Heroes” fighting two battles at once: 1) trying to be successful in sports and 2) using their sporting success to influence positive change in their communities. Just like many of our athletes, many of the people they were bringing positive social change to, were also disabled or from disadvantaged communities. The film shows people that no matter how tough life is, they can transcend their situation and overcome their impossible.
Toyota's commitment as the principle partner for the Tokyo 2020 Olympic & Paralympic games is to uphold the spirit of the games in the Asian region. While we had a set call to action for the initiative in the form of ‘Start your Impossible’, it was critical to contextualize this in relevant narrative for Asians. Many countries in Asia suffer from large numbers of infrastructure problems, as well as having many disadvantaged people and communities. The “Dual Athletes” in the film are helping to achieve not just national glory in stadiums, but using their success to drive change in society. From winning a bout, to advocating the voices of the unheard. From inspiring others to find hope through sport, to bringing real change to the lives of future generations out on the streets.
We set about creating an original music score that would “live and breathe” the pace and energy of the interwoven stories within the film. The music had to transcend the many different cultures, sports and stories featured in the film, while reinforcing the film’s “overcoming the impossible” message. We composed a single two minute track, that had to be able to be broken into shorter films that showcased each athlete separately. The overall thread of the music comes from a unique percussion set which rises and falls to the edit. Traditional and electronic instruments make up the layering of sounds and chords throughout. We included specific ambient sounds in key areas of the score - such as heavy breathing, water bubbles, fists punching bags, yelling etc. and the contemporary vocal overlay connects individual segments to the overall score to create a family of musical segments.