WEST LOS ANGELES — Eddie Kim of Therapy Studios (http://therapystudios.com) employed some sound design muscle to give Reebok’s pre-game Super Bowl spot, Freak Show, extra strength. Conceived by Venables Bell & Partners and directed by A.G. Rojas of Park Pictures, the high-energy campaign displays the pursuit of the perfection of mind and body, celebrating it in all its sweaty, dirty glory.
Kim’s sonic contributions help reflect the gritty energy, as viewers follow the intense cross-fit training regimes of men and women who take their fitness training to the extreme. The montage depicts how these competitors bring the same determination to their roles as teachers, parents, firefighters and leaders. In the end
Freak Show
is really about how pushing mental and physical boundaries can inspire people to be better humans.
Exile Edit cut the spot, which incorporates VFX be The Mill.