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Ladbrokes: Rocky -The Making Of


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Ladbrokes is today launching a blockbuster film with one of the most ambitious uses of VFX ever. In a world first application of bespoke created technology, viewers will see Rocky’s famous run in an entirely new way. Using the original famous footage and backdrop of Philadelphia from Rocky II, a current day cast of characters replaces the original crowd, joining Rocky on his iconic run, ending with the big steps finale. Titled ‘Rocky’, UK entertainment brand Ladbrokes has achieved the biggest character replacement in Hollywood history by digitally replacing the original cast with hundreds of modern sports people, drummers, horse riders, drag queens, dancers, gymnasts and many, many others. The film ends with the brand’s line ‘We Play together’. The campaign is the latest work for Ladbrokes by neverland, the brand’s lead creative agency and follows, ‘Balloon’ and ‘Drummers’. It will launch in a media campaign planned and executed by the7stars on August 19th, the day before the Anthony Joshua v Oleksandr Usyk fight. The launch film will run during flagship entertainment programmes including House of the Dragon, Gogglebox and The Last Leg, as well as accelerated YouTube activity during the launch weekend. The TVC will also feature in top Premier League fixtures on Sky and BT Sport over the weekend, culminating with a spot at full time in the Manchester United v Liverpool match on the 22nd of August.
Credits Other credits

Agency

Co-Founder, Acting ECD: Jon Forsyth

Co-founder, Brand Strategy: Simon Massey

Head of Production : Amy Coomber

Design Director: Rich Kennedy

Business Director: Theo Jenkins

Account Manager : Kate Middleton

Senior Strategist: Clemence Lepinard

Production

Production Manager : Michelle Kirkman

1st AD: Ben Glickman

Facility Company: Pioneer, Hungary

Final Cut (Edit House)

Editor : Rick Russell

2nd Editor: Claire McGonigal

Assistant Editor: Josh Chadwick

Edit Producer : Nikki Porter

Selected Works (Post Production House)

Creative Director : Greg Spencer

Shoot Supervisors : Greg Spencer, Mickey O'Donoghue, Theajo Dharan, Adame Boutrif

Executive Producers : Sean Costelloe, Alex Fitzgerald

Producer : Katie Sharpe

Head of 3D : Paul Donnellan

CG Artists : Mickey O'Donoghue, Abner Marin, Adame Boutrif, Pavan Mankoo, Katy Templeton, Ruben Gimenez, Jamie Bakewell

2D Artists : Jonathan 'Wes' Westley, Georgina Ford, Maheshwaran Chandrasekaran, Matt 'Wispy' Clarke, Stephanie Skarbeck

Data Workflow : Man Lok Li

Technical Pre-Viz: Bigtooth Studios

Previs / techvis lead: Jamie Bakewell

Colourist : Fergus McCall @ Rare Medium

750mph (Audio Post House)

Head Sound Engineer : Sam Ashwell

Sound Design & Mix: Olivia Ray

Audio Producer: Kirsten Troy

Music

Writers : Bill Conti, Carol Connors, Ayn Robbins

Publisher : Sony Music Publishing

Music Arranger : Tom Player @ Lost Track Productions

Music Supervision : Jemma Skidmore @ Resilient Music LLP

Musc Licensing : Richard Kirstein @ Resilient Music LLP

Stills

Photographer’s Agency: Making Pictures

Photographer : Jean Yves Lemoigne

Stills Retouching: Tag Collective Arts

the7stars (Media team)

Managing Partner: Liam Mullins

Strategy Partner: Chris Herbert-Lo

Group Planning Director: Ben Reilly

Planning Director: Joe Lee

Wave

Head of Design Entain: Rachelle Peat

Head of Motion Entain: Carl Fox

Design Lead Ladbrokes: Anthony Higgins

Design Lead Retail: Monique Thomas

Copy Lead: Joe Watson

Project Manager: Gabrielle Lemaigre

Resourcing Lead: Vasiliki Krikona

Account Director: Sarah Burrows

Sub-Editor: Cal Gildart

Designer: Chiara Berbenni

Designer: Georgi Vuchkov

Designer: Lauren Murphy

Designer: Steve McCarthy

Lead Designer Manila: Eugene Ceriola

Senior Designer: Van Eudela

Senior Designer: Neeraj Nayyar

Designer: George Kefalas

Senior Designer: Theron Soares

Senior Designer: Abdrew Codlicott

Senior Designer: Stuart Greaves

Designer: Julia Safrigina

Senior Motion Designer: Alberto Rossi

Motion Designer: David Patarroyo

Irresistible Studios

CEO: Matt Nelson

Account Manager: Sherri Randell

Head of Animation: Jessica Norton

Head of Post: Luke Aldrich

Producer: Camilla Zupi

Creative Director: Karl Fenton

Senior Compositor: Peter Welton

Ladbrokes

Brand Marketing Director: James Kennedy

Head of Brand Marketing: Stewart Townsend

Head of Media: Darran Snatchfold

Senior Brand Manager: Benjamin Reeves

Senior Brand Manager: Dee Ulusoy

Brand Manager: Jonathan Williamson

Brand Manager: Abigail Wood

Brand Manager: William Peters

Brand Manager: Daniel Chandley

Brand Manager: Pablo Moreno

Head of Retail Marketing: Lewis Wallace

Group Director of Consumer PR: Simon Clare

Head of PR: Nicola McGeady

PR Manager: Alex Apati

Consumer PR agency: Finn Partners

Head of Performance Marketing: Daniel Toledo

Senior Social Media Manager: Teresa Rebelo

Paid Social Media Account Manager: Ethan O'Reilly

Senior Display & Programmatic Manager: Robert Charles

Programmatic Executive: Arthur Caraccio

Internal Communications Buisness Partner: Phil Oddy

Group Procurement Manager: Helvia Ruiz

Assistant Legal Director: Anthony Ladislaus

Compliance Manager: Yoithi Inoue

Senior Compliance Manager: Suzanne Young

Group Director of Corporate Affairs: Grainne Hurst

Head of Safer Gambling and External Corporate Affairs: Sophie Platts

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