Jacob’s Creek /
Djokovic Stronger

Novak Djokovic works hard to return from defeat.

In this campaign for Jacob’s Creek, I worked with tennis legend Novak Djokovic in a film about recovering from defeat. “I didn’t deserve to win today,” Djokovic says, “but what doesn’t kill you, makes you stronger.” To portray his resilience, we filmed snippets of his extensive training regimen, juxtaposing it with media about his failures. Combined with the stark lighting, the effect is to highlight that light and dark go hand in hand—that is, in every failure is the seed of success.

This was the second time I worked with Djokovic. We filmed in France in order to be close to his home in Monaco, and had to schedule shooting around his real-life training schedule. The first time I worked with him, he had been at the top of his game, but shortly thereafter, he was waylaid by injuries. So this film represented a very real, and personal, effort to get back up after being knocked down. An effort that Djokovic would of course succeed at.

Team

Agency Cummins & Partners
ECD Jim Ingram and Ben Couzens
Head of Broadcast Jess Thompson
Chief Innovation Officer Kirsty Muddle
Production Raucous Content
Director Keith Ehrlich
Exec Producer Steve Wi
Producer Michele Petternella
Director of Photography Adam McDaid
Editor Matt Shapiro at Crew Cuts
Sound Design & Mix Julienne Guffain
Colorist Jaime O’Bradovich at Company3

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