Rooted in Shadow
The film revolves around a kid trying to follow in the footsteps of his father who is a boxing legend. He however decides to follow his dream and create his own path and uses his boxing skills to become a 1-of-a-kind professional basketball player.
Rooted in Shadow is first and foremost a labour of love. It is a film that has soul. The way it was crafted, without any limitations from the brand, makes this a unique piece in the sports industry that resonates on a different level with its audience. I terms of storytelling, the videoclip based structure brings a new, hybrid form of documentary storytelling to the apparel industry in a time where vignette films and mixed media campaigns are the standard.
Instead of making a documentary style film about Jessey's story, Bob chose to create a coming of age film that feels more like a videoclip. The soundbites, looks between characters and the lyrics of the soundtracks drive the narrative. And although Jessey's story is much about the way he uses his boxing techniques to become a unique basketball player, the film focuses on Jessey's mental struggle to follow in the footsteps of his father.
It is up to the viewer to decide whether Jessey's father is a good influence on Jessey.
By creating a visually warm aesthetic through light tonality, the soulful intentions of this project came to life.
'Real people' were scouted in boxing gyms in Amsterdam to play the parts of the young Jessey and Ramon. Most of the father-son 'teaching' scenes that were used in the film were shot in between the 'official' takes. While the camera kept rolling, our characters naturally engaged with each other, resulting in authentic performances.
New Balance recently moved into basketball and released its Omni 1S shoe with NBA player Kawhi Leonard. The Rooted in Shadow project was meant to translate their global Basketball launch into a local campaign.
Eyeforce found the true story of boxing legend Ramon Voorn and his son Jessey Voorn, who is a professional basketball player, and developed a coming of age film concept. The goal was to create a soulful piece, that feels more like a short film and did right to the original story.
Since the film, Jessey has also become an ambassador for New Balance Benelux, and Rooted in Shadow marks the beginning of a longer collaboration.
Jury feedback
CRAFT - FILM DIRECTION / NOMINATION
Well done, again a nomination is already an award for craft, let’s not forget that. It didn’t reach a bronze because of its subject (boxing) that we’ve been seen in so many great film, so well crafted. The film didn’t top other films that treated similar stories before.