Most people see Mo Farah as the guy who smiles and throws his trademark gesture, called the Mobot, around. But behind his smiley persona and seemingly effortless record-breaking track career is unwavering mental strength. To chronicle Farah’s unseen gruelling journey, ad agency Wieden+Kennedy London, director Mark Zibert and production company Rogue Films teamed up to create “Smile.” The spot gives viewers an unprecedented look at Farah’s toughest training moments. As Farah endures against the backdrop of London, where he grew up, spoken word artist George the Poet gives a tribute that captures the human truth we all recognize: behind every smile, there is a story that is never as easy as it seems. Having announced that he will hang up his track shoes after the 2017 IAAF World Championships, Farah stepped onto the London Stadium track to compete in his final track campaign for gold in August 2017. His unbeatable smile masked a story of sacrifice and resilience.
Snøhetta brings a Norwegian furniture manufacturer’s story to life.