The Risk
In this ad, the gritty, driving hip hop track mirrors and feeds off of the unwavering and tireless ambition and adrenaline of the athletes on screen. The energy builds to a huge moment where the audience expects the hero to succeed, but instead sees her collapse from the effects of concussion. We are left with a buzzing pulse, and a solemn reminder to play safe and recognise the warning signs of head injuries and concussions. The female rapper and her lyrics complement the power, fight and incredible athleticism we see in the women on screen.
- Sound Design & Use of MusicAudio Composition
Country
- Canada
Client
- Ministry of Tourism, Culture & Sports
- Rethink
Production Company
- Grayson Music
Music Production
- Grayson Music
Music Director
- Tyson Kuteyi
Composer
- Jeff Milutinovic
Executive Music Producer
- Kelly McCluskey
Creative Director
- Aaron Starkman
- Chris Staples
- Ian Grais
- Mike Dubrick
- Christina Yu
Copywriter
- Andrew Chhour
Art Director
- Zachary Bautista
Head of Production
- Shelby Spigelman
Designer
- Jake Lim
Strategist
- Sean McDonald
Broadcast Producer
- Heather Blom
Director
- Mark Zibert
Editor
- Graham Chisholm
Online Visual Effects
- Sean Cochrane
Colorist
- Wade Odlum
Sound Designer
- Ben Swarbrick
Vocalist
- Willa Milner
Casting Director
- Shasta Lutz
Account Services
- Sarah Riedlinger
- Megan Christopher
Advertising Agency
- Rethink
In this ad, the gritty, driving hip hop track mirrors and feeds off of the unwavering and tireless ambition and adrenaline of the athletes on screen. The energy builds to a huge moment where the audience expects the hero to succeed, but instead sees her collapse from the effects of concussion. We are left with a buzzing pulse, and a solemn reminder to play safe and recognise the warning signs of head injuries and concussions. The female rapper and her lyrics complement the power, fight and incredible athleticism we see in the women on screen.