Eddie Kim of Therapy Studios brings the sound design muscle to Reebok’s pre-game Super Bowl spot “Freak Show” directed by A.G. Rojas for Venables Bell & Partners. The high-energy campaign displays the pursuit of the perfection of mind and body, celebrating it in all its sweaty, dirty glory.
Kim’s sonic contributions help the gritty energy pulse off the screen as we follow the intense Crossfit training regimes of men and women who push through the blood, sweat and tears to perform seemingly Herculean feats of physical strength. Taking us out into their daily lives, we see these competitors bring the same determination to their roles as teachers, parents, firefighters, and leaders. From micro to macro, “Freak Show” reveals how the drive to push past our comfort zone informs our approach to life in a broader sense, and inspires us to be even better humans.