During week 13 of the 2016 season, NFL players took the field with support for causes and charities proudly displayed on their cleats. To raise awareness for the campaign, entitled “My Cause, My Cleats,” the NFL aired two television spots as well as content on Facebook, Instagram, and Snapchat featuring the New York Jets’ Brandon Marshall. Throughout the spots, Marshall’s passion for Project 375, a foundation dedicated to de-stigmatizing mental illness, is shared as he collaborates with children from the foundation and a designer to create the perfect pair of cleats. The NFL engaged Nice Shoes to help tell Marshall’s story, with a post production team led by newly signed creative editor Dana Bol, colorist Gene Curley, and finishing artist Jason Farber.
Starting with an exploration of hours of footage from the project’s three-camera shoot, Bol worked to craft the moments that helped personalize the campaign, bringing together the narrative of the Jets receiver and his mission to help those in need, while tying it to the NFL’s larger message.
“There was a depth of material to draw upon. When you’re dealing with a documentary-style project like this, there’s a great opportunity for an editor to play a big role in creating the story,” said Bol. “It was a pleasure to find the most resonant and emotionally true storyline throughout this campaign. The whole process of designing the customized cleats is very cool, but we wanted to make sure in the companion spot that we showcased how Brandon deeply cares about this cause. He suffers from bipolar disorder and has made it his mission to help others.”
Colorist Gene Curley worked in support of the documentary-style, ultimately conceiving a natural look after experimenting with some different styles. Special attention was played to the green Project 375 logo on shirts and the custom cleats, which was pushed farther in the grade, to accentuate the color of Marshall’s cause.
“It was a pleasure to help tell such an important story with the NFL, and for this to be my first project as part of the Nice Shoes team. I’ve worked with Sam Howard on many projects for the league over the years, but it was really rewarding to work with him in support of such a great cause,” added Bol.
“Dana is the first person I thought of for this work,” said Sam Howard, NFL Director of Advertising, Content Marketing. “The initiative itself is all about creative collaboration – with Dana, if you give her a sketch, she’ll write the story.”
Bol joins Nice Shoes with years of experience editing commercial content for brands such as Gillette, HP, US Navy, Esquire, Heineken, Nautica and Ford as well as experiential multi-screen installation projects for L’Oreal, NBC Universal, and WWE. Her understanding of non-traditional video formats complements the studio’s expansion into delivering virtual reality and augmented reality content, and Bol’s background in collaborating with VFX and design teams supports the mission of Nice Shoes to provide top level creative talent at all levels of the production process.
Video Credits
Client: NFL
CD: Sam Howard
Prod Company: NFL Films
Director: Rob Gehring
DPs: Hank McElwee and Jason Wawro
Producer: Claudio Kuhn
Post Production: Nice Shoes
Creative Editor: Dana Bol
Colorist: Gene Curley
Finishing: Jason Farber
Producer: Ed Rilli
Contact: Jessie Nagel
@ Hype 310.839.9834
Contact Jessie via email
“Ǝvolution” Comes Full Circle At The Chelsea Film Festival
The Chelsea Film Festival, running from October 16th through October 20th, 2024, at Regal Cinemas here in Union Square, is set to host the East Coast premiere of Ǝvolution, a thought-provoking experimental micro-short film that proves big ideas can come in small packages and in perfect circles.
In just 1 minute 16 seconds, this cinematic gem by Award-Winning Director Romina Schwedler, with original music by Argentine Composer Ignacio Montoya Carlotto, explores a cycle as old as time: life leads to progress, progress leads to destruction, and destruction, well, leads back to life. But is this vicious circle unbreakable? Ǝvolution suggests the answer is yes, unless we decide to open our eyes.
Inspired by the overwhelming number of recent events that threaten human existence, Ǝvolution, possibly the shortest film in this 12th edition of the festival, plays out entirely through the symbolism of circles, cleverly illustrating —in the blink of an eye— the repeating patterns of history, and confronting viewers with the uncomfortable truth that our so-called “progress” may, in fact, be guiding us to our own ruin.Premiering at the Regal 14 Union Square, New York City, on October 18, 2024, at 11 a.m., Romina Schwedler's micro-short, featuring Leah Young with cinematography by Alan J. Carmona, will be sure to spark conversations longer than the film itself! Forcing viewers to reconsider the true meaning of evolution, not just as a biological process, but as a reflection of our collective journey as humans.
With a string of festival appearances across the globe, including CineGlobe at CERN (Switzerland/France), Oscar®... Read More