Sweetshop Director Noah Conopask is behind Red Bull’s spectacular new cinematic film from VMLY&R Ho Chi Minh.
With character-centric storytelling at its core, and depicting an epic visual landscape, the new film follows the story of influencer Hoang Le Giang, an office worker and an adventurous dreamer, as he faces physical and mental challenges. Born with asthma and more recently the discovery of a congenital heart disease, Hoang defies the odds by pushing his bodies limits to traverse the world’s toughest terrains. His next big dream – to conquer one of the world’s highest summits. Hoang shows us it takes more than just the dream to make it happen. Red Bull gives him the edge to charge ahead.
The dramatic allegorical story depicts a young man who has a passion for climbing and tenaciously pursues he dream of conquering the seven summits. From a young boy with an affinity for heights, to a man who persistently trains each nigh in preparation for his next epic challenge. In a moment of failure and frustration training for a climb, he grabs a Red Bull to harness his strength and the will to continue. With a charge of energy, he explodes through the thick wall, upwards and onwards to the mountain and he summits.
The film is as sonically engaging as it is visual. Imagery is supported with sound that adds to the visceral impact. Elements like Hoang’s heart beat, breathing, fingers on rocks, and howling winds build the film’s impact naturally.
Noah said, “With bold images and cinematic sound we draw the viewer in to our hero’s life and delve inside his world. We feel the weight of the day, the impatience and fatigue of being at the office. We are in sync with his excitement as the day ends and his true passion ignites. Red Bull being the extra edge that keeps him going.”
CREDITS
Client: TCP Vietnam & Thailand
Agency: VMLY&R HCMC
Chief Creative Officer: Beer Poonnotok.
Creative Group Head: Nick Nakpil
Copywriter: An Tran
Senior Art Director: Neena Felizzi Hernandez (Nichi)
Agency Producer: Charm Wall
General Manager: Rachel Laffey
Senior Account Director: Andre Chen
Account Manager: Ngoc Le Nhu
Line Production: CreaTV HCMC
Production Company: Sweetshop
Director: Noah Conopask
Managing Director & Executive Producer: Laura Geagea
Sweetshop Producer: Catherine Law
CreaTV Producer: Daniel Gordon Jones
CreaTV Head of Production: Irene Trinh
DOP: Marty Williams
Post Company: Smoke & Mirrors Bangkok
Offline Editor: Keith Ngiau
