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A love letter to those who persevere in sport with the love of the GAA close to heart, AIB's newest ad for their full 360 brand campaign was released in advance of January’s GAA … read moreFootball All-Ireland Senior Club Championship semi-finals. 'Tough Can't Quit' is an exceptional collaboration between Antidote Films and Rothco, a feat celebrating real players and real clubs. Directed by Antidote's visionary Alan Masferrer, we see actual GAA players, young and old, from all over Ireland in beautiful vignettes where perseverance and a love of the game shine most. Whether it’s eating your dinner in the car on the way to training, or freezing ice baths for recovery or the all-important pre-match ritual, Masferrer captured the nitty gritty and the reality of being in this community. Filmed on 16mm with cinematography by renowned DOP, Albert Salas, this project was no easy task - organised and shot at the height of the omicron wave in Ireland. Strong production coordination and resilience from Antidote saw this through with a brilliant commercial as the result.
read less...Client: AIB
Chief Marketing Officer: Mark Doyle
Marketing Manager: Michael Green
Assistant Brand Manager: Sinead McHugh
Digital Content Manager: Niamh Ferguson
Production
Line Producer: Paula Stewart
Production Coordinator: Sarah Barr
Art Director: Anna Rackard
Editor: Dan Sherwen, Final Cut
Post Production
Post Producer: Jennifer Connolly
Post Production (Online): Screen Scene
Film Lab: Cinelab London
Grade: Mickey Pehanich, Blacksmith VFX
Sound: Will Farrell
Agency
Account Director: Andy Williams
Account Director: Sarah Murphy
Account Manager: Siobhan carrabin
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