Wimbledon, the renowned tennis competition, is almost approaching. It takes place from July 1–14. Additionally, to promote the championships, advertising firm McCann London has already released a captivating new film for their client, The All England Lawn Tennis Club.
The 60-second commercial, “Always Like Never Before,” takes viewers on a tour of some of the most memorable incidents from the tennis competition.
The clip, which was created by the creative VFX firm Daydreamer, reimagines archive material and was directed by Carl Addy of The Mayda Creative Co. Through a combination of photography, sophisticated 3D animation, CGI, and archive material, it revisits iconic Wimbledon moments from perspectives not possible to view during the original broadcasts.
Tom Player, a composer most known for his work on Game of Thrones, Tenet, and movies like The Dark Knight alongside Hans Zimmer and Ramin Djawadi, has created an evocative music that enhances the sensory experience.
Using a fusion of modern and symphonic sounds, he hopes to raise Wimbledon’s profile in the world of sports during the summer that hosts the Paris Olympics and Euro 2024.
Immersion times
The commercial transports viewers to the future as it shows today’s stars getting ready for fight in The Championships in 2024. The immersive video begins with the thrilling men’s singles final from last year, in which 20-year-old Carlos Alcaraz of Spain pulled off the unimaginable by upsetting seven-time Wimbledon winner Novak Djokovic.
After this incredible moment, time stops and we see everything that came before it: the strength of Serena Williams, the agility and grass-eating tradition of Djokovic, the five consecutive Wimbledon wheelchair doubles victories of Alfie Hewett and Gordon Reid, the brilliance of Roger Federer over the years, the memorable moments of Tokito Oda and Andy Murray, and the upset victory of Marketa Vondrousova, the previous year’s women’s singles champion.
The brief for Always Like Never Before was excellent; it was a fantastically complicated assignment that called for a tasteful solution.Carl says. “How can we reinvent the famous Wimbledon moments that the fans are so accustomed to seeing? Presenting these moments with a closer-up view requires a careful balance.
“More connected than seeing it on a screen, and closer than really being there. In frozen, eternal vistas, all the while balancing the might of the game. We adore these types of intricate, subtle performances.”
