Onset: El riesgo es no intentarlo para Sports World

Antimateria Films
Sep 12
2 min read

Some projects carry a different kind of energy from day one; this was one of them. The risk is not trying was born under that spirit.

From the beginning: creativity and trust

Sports World came to Brooks Ad, with creative direction led by Anónimo, who invited Mike Bautista to direct the piece. Mike not only took on the direction, but also produced and assembled the creative, technical, and artistic team. That dual responsibility set the tone of the campaign.

The vision: authentic effort, emotional narrative

The heart of the spot wasn’t in routine, but in what every step costs: the heavy breathing, the days of fatigue, the moments of doubt. We wanted to show not just the final result, but the journey it takes to get there. From the first look in the mirror to the weight that feels impossible to lift.

Craft & aesthetics

Textured images: Close-ups of sweat, muscle, heavy breathing.
Motivated lighting: Contrasts that highlight strength, shadows that add gravity, light that outlines silent effort.
Breath-driven editing: A rhythm that alternates intensity and pause, making the body feel as if it’s moving, resting, rising again.
Sound drive: Daniel from Apolo Studio created a sound design and mix that fit the piece perfectly, including its adaptations for cinema.
Match cut transitions

Music & emotional impact

To give the spot and reel their soul, we chose “First Light (Instrumental)” by David A. Molina. That musical piece allowed us to build tension—and release. The goal was for the audience not only to see the effort, but to feel it. Music became the guiding thread between fatigue and achievement.

Team, casting, moments

One of the most powerful moments came during casting: the vulnerability of the participants, their genuine emotion. Ivanna Díaz became the perfect vessel for the character; as director, Mike was able to dive into her personal context and life, using it as a springboard for her performance.

Fun fact: Ivanna trains to regional / corrido music, so the team prepared a fun surprise: during breaks and the most intense shooting moments, that music became the backdrop.

Reflection: what remains

In the end, what stays with us isn’t just what was shown, but what was lived: the connection, the tension, the hope. The risk is not trying is more than a slogan—it’s a reminder: every attempt, every fall, every recovery, all of it is part of a story worth telling.

And perhaps the most inspiring moment was seeing it projected on the big screen. Experiencing the piece in a cinema gave it a whole new dimension: the texture of the images, the sound design, and the music came to life in front of an audience who could feel the campaign’s strength collectively.