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Mariah Carey
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UTMB Mad Men

UTMB 2018 Launch Video

The project

The Wide Agency was entrusted with the task of creating the official launch event video for the Ultra Trail du Mont-Blanc’s© 2018 press conference.

Our role
  • Creative concept

Wide has directed the project from start to finish, from concept to story-board, taking in along the way the recording and editing.

The Challenge

Combine the emotional nature of the event with the recognition of the involvement of partners and volunteers.

It soon became evident that the concept of ‘Mad Men’ was the ideal one to communicate:

- the unique and ambitious nature of the event

- the devoted approach, bordering at times on madness, of the participants, which tested their physical and mental resources to the limit

- the unconditional support and dedication of partners and volunteers

Taking its inspiration from a quote from Jack Kerouac’s best-seller ‘On the Road’, the video entices the audience to give itself up to the wild challenge represented by the Ultra Trail du Mont-Blanc©

 

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