Speedo's latest brand film features a star-studded line up of swimmers -- including Ryan Lochte, Missy Franklin, James Guy and Nathan Adran -- and highlights their gritty determination with a hip-hop soundtrack and special effects by Framestore.
The ad, by Iris Worldwide's London office, brings a look and feel to swimming more reminiscent of brand films for other sports like soccer or basketball. Set to a hip-hop beat ("Ready" by Raphael Lake, Aaron Levy & Dumi Maraire), it shows the Speedo team of athletes preparing to train. As they dive in and walk around the pool, points on their suits and bodies light up and finally the lights come together to assemble their initials in the style of the Periodic Table, with the slogan "The Winning Elements."
The film promotes the launch of Speedo's Fastskin LZR Racer X Swim Suit, and at the launch event, 24 swimmers stood within an installation created by Framestore, with projection mapping charting each athlete's success as a spotlight shone on the structure to illuminate them one by one.
Mike McGee, the Framestore director who worked on the film, said in a statement: "This was the perfect brief, to create an edgy and cool brand film for Speedo that highlighted the athleticism and dedication of their team."