Hard Knocks
Working with Director Lucy Bridger and production company Dark Energy, Framestore contributed to the impactful storytelling of Dove’s body positivity spot, 'Hard Knocks' scheduled for broadcast during the Super Bowl.
The spot aims to celebrate body confidence for girls in sports and sheds light on concerning statistics, emphasising the percentage of girls dropping out of sports due to low self-esteem associated with their bodies.
“Our work was as sensitive and subtle as the content itself, helping to polish and integrate the widely-sourced user-generated content without compromising its authenticity, and adding understated flourishes to the concluding section.” said Framestore’s Senior Flame Artist, Andrew Salter.
The grade was completed by Simon Bourne at Company 3.