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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
