What is craft?

Two spots, both were created for the same event Rugby World Cup 2015.

Rugby 2015 “Promo”

 

Rugby 2015 “Team Talk”

 

The spot entitled “Promo” was released in 2013 in anticipation for the Rugby World Cup 2015.

Another spot entitled “Team Talk” has just been released this month to set the scene for Rugby World Cup 2015 tickets going on general sale on September 12.

“Promo” featured iconic images and archived footages from historical Rugby matches. The images were cut to a fast beat music. Scenes of fearless players intercut with dark stormy skies, the joy of victory, the hope and glory, the history and the anticipation. The analogy is obvious, all pretty expected.

“Team Talk” featured Charles Dance, best known for playing Tywin Lannister in the hit show Game of Thrones, giving a stern pep talk in front of an eclectic mix of spectators (probably played by extras) and current and former Rugby stars from South Africa, Australia and France and the World Champions All Blacks. Oh, and a hot dog seller. It is tongue-in-cheek, a strange mix of drama and a touch of humor. It is a well-told story, with the spot-on timing and rhythm. Not to mention great casting, acting and editing. You stopped and listened.

One is wallpaper.

One is a page stopper.

Which spot will you remember?

Which spot will make you glue to the screen from beginning to the end?

Which spot will you share?

Which one has raised the roof?

That’s what craft is all about.

Great idea needs great execution. And if it is well crafted, it really makes a big difference.

Note: This article was first posted on LinkedIn