In one of her first major campaigns post-retirement, legendary WNBA star Sue Bird teams up with Symetra Life Insurance Company to highlight the power of great teammates in life. Conceived by agency Copacino Fujikado, this spot titled “Breathe” introduces us to different teammates and how they lend a caring, helping hand. Bird’s voiceover observes that teammates are like “oxygen,” pushing you further, at times “pumping you up” or calming you down, depending on what you need. 

Copacino Fujikado tapped director Taimi Arvidson and production company Farm League to breathe life into this work. 

When asked about the ideation process behind the campaign, Lianne Onart, group creative director at Copacino Fujikado. remarked, “I found this amazing video of a coach and Special Olympics weightlifter who had such an incredible friendship. Both were inspired by each other to achieve their very best and it made me think about other great teammates in life—teachers, parents, family—all of those people who inspire and support. From there, the campaign development was really about finding more of those relatable human moments where great teammates can really make a difference.”

Credits

Client Symetra Life Insurance Company Agency Copacino Fujikado Mike Hayard, chief creative officer; Lianne Onart, group creative director; Karina Zack, sr. copywriter; Steph Huske, sr. producer. Production Company Farm League Taimi Arvidson, director; Ayinde Anderson, DP; Michael Pizzo, exec producer; Mary Church, line producer. Editorial  Fresh Coat Studios Brian Alter, editor. Color Grade Ethos Kaitlyn Battistelli, colorist; Brayden Deskins, producer. Music Music Vine, needledrop track; Roo Walker, composer, “Colossus” Sound  HEARby Sound; John Buroker, audio mixer/engineer; Nannette Buroker, producer

MySHOOT Profiles