‘Brand Built Trust’
Produced by Grey London for clothing and sports equipment brand Helly Hansen, ‘American Magic’ spotlights the unrelenting dedication and tireless planning involved in entering sailing’s oldest international competition, The America’s Cup.
Filmed in a documentary format, this 3-minute whirlwind leaves nothing on the table by highlighting the risks involved in pursuing a sport involving speeds of up to 60mph. Over 27 thousand hours of preparation go into ensuring absolute cohesion between a team of individuals who often experience life or death situations together on the waves.
As a piece of brand film this works for a myriad of reasons, without even mentioning the tight script and white-knuckle pacing. But what’s most striking about American Magic is the sense of comradery and closeness the producers quickly establish, to the point where we feel like we’re a part of the crew. Trust between sailors in extreme conditions is clearly paramount, so who better to put your faith in than family?
It’s a savvy narrative point for Grey London to repeatedly hammer home since brand film acts in a similar way by aiming to establish a closeness and affinity between brand and audience. If we can appreciate just how much trust the American Magic family place in each other during a high-stakes race to reach their shared goal, then Helly Hansen should naturally also gain our appreciation for the support their brand provides in helping them try.
