"Always Vicky"

27 July 2026

1 min 55s

One day at a time.

It takes real skill to create a meaningful documentary in less than two minutes, but director Joel Barney has achieved it in this study of Canadian tennis player Vicky Mboko for sportswear brand Wilson. The ad was made to coincide with Mboko's arrival in Europe ahead of the Madrid Open and allows this impressive young sportswoman to express her philosophy.

Her determination to look no further ahead than the next day is plainly central to her success, and it enables an exhibition of humility which immediately gets you onside.

Barney captures this in a fashion which suggests effortlessness, which is, ironically, something that can only be achieved by putting in a lot of effort. Hugo Ellingham's music is a lovely fit as well, and makes an excellent contribution to a really rounded piece of advertising.

UK

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