From the FIFA World Cup to the metaverse to the hottest star in music, Iconoclast’s directors delivered in all the key moments of 2022.
Iconoclast’s directors harnessed star power, the metaverse and more
Its collective Megaforce, much in demand following accolades for its Burberry’s campaigns, was Nike's choice to helm its FIFA World Cup spot, “The Footballverse.” The technical tour de force saw a bunch of scientists run a fantastical experiment to determine the best soccer player, bringing in past stars and current players to battle in a virtual event. The spot, featuring legends such as Cristiano Ronaldo, Kylian Mbappé and Ronaldinho (de-aged to look as he did in 2006), it scored 7 million views in just two weeks.
Megaforce also took a pair of Levi's 501 jeans on a journey spanning half a century in “Buy Better, Wear Longer,” illustrating that denim is the ultimate sustainable fabric.
Iconoclast’s roster excelled in directing celebrity talent. Rachel Morrison (one of a handful of women to direct Super Bowl ads in 2022) helmed Michelob Ultra’s cool Big Game ad with performances by Steve Buscemi, Serena Williams, Alex Morgan, Brooks Koepka, Nneka Ogwumike and Jimmy Butler.
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The year's breakout music star, Harry Styles, brought his megawattage to Apple’s “AirPods with Spatial Audio,” a striking and vibrant spot from directing duo Vania Heymann and Gal Muggia that used Styles' hit, “Music for a Sushi Restaurant.”
Elsewhere, Lizzo fronted Logitech's “Defy Logic” campaign directed by We Are From LA; Lionel Messi, Paul Pogba and Ronaldinho starred in Ernest Desumbila’s action-packed “Nutmeg Royale” soccer spot for Pepsi Max; and Olivia Wilde displayed some self-deprecating humor in “Algorithm” for Vogue directed by Matthew Frost.
Kids, meanwhile, were the stars of a punchy Nike spot directed by Alaska, which encouraged Middle East parents to think differently about the benefits of being active. It concluded in spectacular fashion with a teenager sand-surfing through the desert and bursting into a conference room as her parents watch in surprise on TV.
Meanwhile, a spot that debuted at the end of 2021 continued to make noise. Within a few months of signing globally with Iconoclast, Marcus Ibanez directed the heartfelt “Der Wunch” (“The Wish”) for German retailer Penny. With a message about the pandemic that struck home with parents everywhere, it won multiple awards including the Cannes Lions directing craft Grand Prix.
Iconoclast also grew its global presence in 2022, opening offices in Mexico and Spain. And it signed exciting new talent including Savannah Setten, who has collaborated with Nas, Luke Marzec and Baby Keem, as well as young talents Nogari and Kourtrajmeuf, the female directors collective founded at director Ladj Ly's Kourtrajmé film school for disadvantaged youth.