THERE’S POWER IN THESE NUMBERS

A number means a lot more than the digits on a jersey. It could be a goal time, bench press, personal record, you name it. This campaign would become a meaningful way in for athletes to tell their stories and for fans to feel their motivations. The conversation also prompted deeper storytelling from our social community on what number drives them and why.

Building off the TV spot above created by PREACHER, we aimed to create a world of storytelling around the athlete identity which always in some way involves numbers. So we partnered with Alexis Sablone who would be participating in skateboarding’s first ever Olympics. In 25 years of skateboarding, heading to the Olympics was one of the last things she ever expected to do. And that’s why we loved her. Because what mattered to her most have been those 25 years.

During the onset of COVID, video productions disappeared, so we improvised. Using zoom interviews with some truly inspirational athletes such as Jake Olson, who was the first legally blind NFL player or Trish Miller who started a swim school for disadvantaged youth, we let those inspirational humans go deeper on what their number meant to them using audio and dynamic graphics.

THE HARDEST WORKING AMA EVER

When one of your star athletes is Tatyana McFadden—one of the most prolific Paralympians in history—people need to know. So we asked her to do an AMA with us during one of her workouts leading up to the Games.

IT’S NOT SPORTS WITHOUT THE FANS

Sports during COVID was … different. The athletes kept doing their thing, but one big thing was missing. The fans. So we wanted to celebrate the power of the fans are remind our audience that sports isn’t just a game. It’s a lifestyle.

Client: POWERADE
Category: TV/SOCIAL
Agency: ANNEX ATL / havas
Creative Direction: Myself
Art Direction: ANDREY TER-GRIGORIAN, URIEL VASCO, JULIA MUELL
Copy: JAKE TANNERY, IAN HOLMES, MATTHEW FREDERICKSON, RAND ROZIER