An ode to setting standards for Chris Bumstead, 6-time Mr. Olympia champion.
Context: Chris "CBUM" Bumstead is the 6-time winner of Mr. Olympia Classic Physique, and an influential figure in the worlds of bodybuilding and men's mental health. Award-winning filmmaker Mark Bone has been working on a documentary on Chris's life, career, and perspective. To help announce the documentary, newkid was tapped to craft a narrative and lead creative direction on a hero film.
Creative Direction: The narrative of the film was inspired by Chris Bumstead's nickname "the standard," exploring that way that his internal standards interact with and transcend those that are foisted upon him. Filmed in classic B&W by director Mark Bone, the film was designed to standout in the often slick and bombastic world of bodybuilding.
