JBL delivers Peaks on Peaks with Giannis Antetokounmpo

Culture-defining production house Fela has produced the new Peaks on Peaks film for JBL out of Annex 88, directed by Jackson Tisi.

Launching its latest version of the wireless in-ear sports earphones, Endurance Peak 3, the ad features basketball superstar Giannis Antetokounmpo musing on the power of music in his everyday life.

Using high contrast and creative VFX, Tisi helms a lush and moody film full of symbolism, from the opening basketball hoop as a halo to the snowstorm on the court. The ad illustrates how a large part of what enables Antetokounmpo to do what he does, to achieve the excellence he’s come to be known for, is through the music in his ear.

JBL – Peaks on Peaks

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Agency Annex88/New York
Production Company Fela
Director Jackson Tisi

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Credits

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Agency Annex88/New York
Production Company Fela
Director Jackson Tisi
Executive Producer Taj Critchlow
Executive Producer/Producer Fuliane Petikyan
VFX Cameo FX
VFX Artist Sergii Mashevskyi
Chief Creative Officer Andre Gray

Executive Producer Joseph Maire
DP Aiden Ulrich
Editor Nick Yumul
Colorist Aubrey Woodiwiss
Talent Giannis Antetokounmpo

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Known for superior sound, reliability, and durability, JBL looks to continue building its customer base with the spot’s stylised approach and the allure of the young NBA MVP. The spot illuminates the athlete’s approach to his personal goals, proposing that greatness is not measured by a single mountain climbed, but by the continued journey and the love of the process itself. From one figurative summit to the next, Antetokounmpo finds his rhythm through the music he listens to along the way, championing the idea that the possibility for greatness is within arms reach through commitment, drive, and the right earphones.

“Music is a tie to memories and our past,” says Tisi. “I wanted to use surreal and cinematic visuals to showcase the power of the JBL sound, with spotlights and strobe effects, playing with proportions, and using rich color to create visual depth. Ultimately, the film is an exploration of Giannis's mind, life, and subconscious, as we listen to his innermost thoughts.”