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JBL: Peaks on Peaks
Culture-defining production house Fela has produced the new 'Peaks on Peaks' film for JBL out of Annex 88, directed by Jackson Tisi. Launching its latest version of the wireless in-ear sports earphones, Endurance Peak 3, the ad features basketball superstar Giannis Antetokounmpo musing on the power of music in his everyday life. Using high contrast and creative VFX, Tisi helms a lush and moody film full of symbolism - from the opening basketball hoop as a halo to the snowstorm on the court. The ad illustrates how a large part of what enables Giannis to do what he does, to achieve the excellence he’s come to be known for, is through the music in his ear. Known for superior sound, reliability, and durability, JBL looks to continue building its customer base with the spot’s stylized approach and the allure of the young NBA MVP. The spot illuminates the athlete’s approach to his personal goals, proposing that greatness is not measured by a single mountain climbed, but by the continued journey and the love of the process itself. From one figurative summit to the next, Giannis finds his rhythm through the music he listens to along the way, championing the idea that the possibility for greatness is within arms reach through commitment, drive, and the right earphones.
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