Role

Creative Director, Art Director

Credits

Marco Grandinetti
CG motion designer

John Speers
Strategest

Pete Way
Creative Director

Peter K Richardson
Voice
 
Luigi De Maio
Music

Year

2021

Growing the game
and transforming lives towards LA 28.
Why the game of Squash is important
to the lives that need it most.
ownthet.com

Another game?

Two competitors, caged, fight it out.
Last man or woman standing. Control the T and you control Me - your serve.
The POV alternates with detail, in squash cromatica mood, and the extreme emphasis on the texture, to intensify the harsh and fatigue of the game.
A film for sending out the call to court for any potential squash player, as the sport hopefully enters into Olympic competition in 2028.

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OWN THE T
When people think of Squash they think of speed, high energy, fitness, competitive and elitism.
We say think again.
Own the T is an initiative to force a re-appraisal of the game. A movement to establish Squash as an Olympic sport for Los Angeles 2028 and along the journey raise the game’s profile as a critical component of a young person’s development, instilling life skills required to grow as a human being.
We do this in 2 ways:
1. We present a rally cry to all those in the game to show the game in a new light and lay down a challenge to take the game forward.
2. We present a call to the game for newcomers proving the transformation that can take place. Whilst many show what it takes to be play the game, we prove what it makes.
We lay down a challenge and an opportunity for redemption to both players and newcomers.
We’ll serve.

Lucia Domenici
Creative Director
Player level coach

John Speers
Strategist
Player level improver

Marco Grandinetti
Motion Designer
Player level beginner

 

Pete Way
Creative Director
Player level league

Satinder Bajwa
Ambassador
Player level super coach

Copyright © Lucia Domenici 2021
All rights reserved

London
lu@luciadomenici.com