Iconix Focused Energy

180Kingsday
Iconix. Focused Energy.

For the launch of a new energy drink in the Netherlands we produced three films for the campaign. Director Tom Crate was spot on with his interpretation of the focus concept by 180Kingsday.
Based on the Flow idea of Mihaly Csikszentmihalyi, Tom came up with the concept of a focus tunnel.
"Flow is being completely involved in an activity for its own sake. The ego falls away. Time flies. Every action, movement, and each thought follows inevitably from the previous one..."

Frame would harness this idea as a visual device - slipping seamlessly from one scene to the next in a continuous forward motion. We smoothly transition from one scene to the next in a fluid way without cuts.
We created three films of 10s. One film per target group: urban Lifestyle, young professionals and sport. As new sponsor of Ajax we were privileged to shoot the sport TVC with the champs.
Since a campaign is more than just film, we asked the great Jeroen W. Mantel to shoot the stills of each scene.