Andy Murray's new Hylo campaign definitely has nothing to do with the other guy...
Leaning into the tennis star's notorious deadpan and rivalry with Roger Federer, this witty film from Untold’s James Humby has its tongue firmly in its cheek.
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Credits
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- Production Company Intergalactic Studios
- Director James Humby
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Credits
View on- Production Company Intergalactic Studios
- Director James Humby
- Producer Rhory Danniells
- Production Company Untold Studios/London
- Executive Producer Tom Igglesden
- Senior Producer Elle Lockhart
- Head of Production Tessa Wood
- VFX Untold Studios/London
- VFX Creative Director/VFX Shoot Supervisor Paul O'Shea
- Online Richard Harris
- Color TMLS
- Color Producer Eli Mari Sandal
- Colorist Didrik Brathen
- VFX Lead/Online Nick Sze
- VFX Designer Roger Chiaw
- VFX Artist Frederic Heymans
- Talent Andy Murray
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Credits
powered by- Production Company Intergalactic Studios
- Director James Humby
- Producer Rhory Danniells
- Production Company Untold Studios/London
- Executive Producer Tom Igglesden
- Senior Producer Elle Lockhart
- Head of Production Tessa Wood
- VFX Untold Studios/London
- VFX Creative Director/VFX Shoot Supervisor Paul O'Shea
- Online Richard Harris
- Color TMLS
- Color Producer Eli Mari Sandal
- Colorist Didrik Brathen
- VFX Lead/Online Nick Sze
- VFX Designer Roger Chiaw
- VFX Artist Frederic Heymans
- Talent Andy Murray
Considering their shared era at the top of the men’s game, their repeated clashes on the sport’s biggest stages, and the fine margins that so often separated them, it’s fair to say that the professional rivalry between Andy Murray and Roger Federer is (or was) a real one.
Leaning heavily into this, as well as Murray's entertaining gruff demeanour, is Hylo's new film from director James Humby, stating, quite categorically, that It's Not About Him.
Shot through Intergalactic Studios and Untold Studios, the cheeky film uses a fly-on-the-wall pretence and a wonderfully self-deprecating script to announce the player's involvement; brilliantly subverting the category's usual slick presentation style and proving some genuine laughs along the way.
“I’m drawn to things that aren’t immediately obvious," Humby comments, "so leaning into Andy’s dry, deadpan humour, the candid documentary-style approach, understated performances, and slower pace (than you’d expect from an ad) were ways of counterbalancing the slapstick with a sense of observational realism.
"Memotone’s music and Jake Ashwell’s mix helped to shape a kind of fever dream, reflecting Andy and Hylo’s anxiety around the partnership, with nods to Roger Federer’s successful investment in On serving as an inside joke for the runners these high-performance shoes are aimed at.”
