Working with elite athletes requires planning to the millimetre, as they have very little time in front of the camera. This meant a challenging production and realisation through rehearsals in order to be able to generate so many pieces in such a short time. A black and white staging through the use of clear and dark shades, as well as a disruptive language were the visual ingredients to accompany a campaign that had control and chaos as its creative concept. We like to have everything under control so that everything can get out of control!