Section 4 of 7
2010, when the form got a feature director
South Africa is where the form got a feature director, and where the sharpest piece of marketing at the tournament cost the price of thirty-six dresses. One of those is in every showreel; the other is in every rights brief.
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Iñárritu shot a football advert like a feature
Nike · Write the Future · 2010 · Wieden+Kennedy · dir. Alejandro González Iñárritu
Write the Future was directed by Alejandro González Iñárritu and runs on a chain of consequences from single moments of play. It set the ceiling for the form.
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Thirty-six orange dresses and a formal complaint
Bavaria · Soccer City, Johannesburg · 14 June 2010
The 2010 Bavaria ambush at a group match led to arrests and a FIFA complaint, and it remains the textbook case for what sponsor exclusivity actually buys.
A single saturated colour, repeated across a block of seats, is what reads on a television camera.