South Korean female gold medalist speed skater Shim Suk-hee became a national icon when she spoke out against her experience of sexual and mental abuse within the sport, prompting a movement within the country’s athletic community.
As the #MeToo movement gained traction around the world, Suk-hee spoke out to allege that her former coach—who has since been convicted and imprisoned—raped her.
The ad sees Suk-hee skate through the darkness and into the light—a metaphor to convey how she paved the way for the next generation of Korean speed skaters to have a brighter future.
Noir Productions enlisted set designer James Hamilton to create a 50-meter concrete tunnel on an Olympic-sized ice rink for the spot.
Filming on ice was a technical challenge, and the crew enlisted two local ice hockey players to help operate the cameras.
Agency: Wieden + Kennedy Tokyo
Managing director: Ryan Fisher
Executive Creative Director: Scott Dungate
Creative Director: Jordi Luna
Art Director: Max Pilwat
Copywriter: Andrew Miller
Head of Production: Kerli Teo
Agency Producer: Jennifer Chien
Account Team: Shinya Kamata / Kaede Ose / Becky Levy
Strategic Planner: Hasse Lemola
Comms Planner: Justin Lam
Studio Manager: Kiki Bowman
Designer: Donna Kwon
Digital Producer: Reiko Kawaguchi / Raissa Kamie
Production Company: Noir Productions
Director: Crowns & Owls
Producer: Javier Alejandro
Local Production Service: Mr. Romance Plus (Danny Kang / Bong Hoon, Cho) (IG @mr.romance.plus)
Director of photography: Patrick Aldinger
Gaffer: Lee Duk Yong
Production Designer: James Hamilton
Stylist: Seon Young, Sung
Casting Director: Dae Hyun, Im
Editor: John Holloway
VFX / online artist: Jim Allen & Barny Wright (No. 8)
Colorist: Jonny Tully (Big Buoy)
Sound Designer/ mixer: Tom Joycee (Sound Canvas)
Music Composer: Joe Farley and Freddie Webb (Father)
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