This beautifully photographed black-and-white spot for Los Angeles’ Loyola Marymount University (LMU) has a thoughtful, introspective feel. It opens in a gymnasium (Gersten Pavilion on the LMU campus), where we see a young man jumping rope. A sign in the background reads "Hank’s Home," which is a reference to LMU basketball great Hank Gathers, who collapsed several years ago on that court and died during a game.
Although we don’t know the identity of the guy who’s diligently training today, it’s clear he represents those athletes and students with a definite sense of purpose and dedication. He goes through quick stop-and-start sprint drills and is then shown dribbling and shooting the basketball.
Meanwhile, a female voiceover puts him and his pursuits into perspective. "Graduation takes place once a year," she says. "Commencement occurs every day."
We continue to see the man (who is actually LMU basketball player Sherman Gay) intently working on his game. Graceful on the court, he swishes a jump shot, his actions like poetry in motion. But getting this good is not without a price as we witness him icing down a sore knee.
The voiceover goes on to observe that commencement is "marked by the subtle transformation of students and athletes who go to bed more skilled than they awoke. And the ceremony at which these rites of passage will be acknowledged," she concludes, "is most commonly known as sunrise."
At the utterance of "sunrise," we see the man exit the gym, opening the door and letting bright sunshine pour onto the court. A parting super reads: "LMU/LA. Loyola Marymount University. Embrace the challenge." Accompanying this is the college’s Web site address (www.lmu.com).
"Commencement" is part of a two-spot LMU campaign directed by George Hickenlooper, who recently signed with Right Brain Films, Los Angeles, for commercials. The director collaborated with Los Angeles ad agency Ignited Minds.
Hickenlooper is best known for his film work. He recently helmed Mayor of the Sunset Strip, a feature-length documentary on the musical journey of pop impresario Rodney Bingenheimer, which is slated for release in February 2004. Hickenlooper’s filmography also includes The Man from Elysian Fields, The Big Brass Ring, Hearts of Darkness and a short titled Some Folks Call It A Slingblade.
The core creative team at Ignited Minds consisted of executive creative director Ron Gould, associate creative director/copywriter Mike Wolfsohn and art director Tim Washburn.
Stuart Wilson executive produced for Right Brain. The DP was Kramer Morgenthau.
Jennifer Tiexiera edited the spots via Right Brain. Online editor/Flame artist/effects artist was Josh Kirschenbaum of Lux, Santa Monica. Tatiana Derovanessian was executive producer for Lux. Colorist was Beau Leon of The Syndicate, Santa Monica, backed by executive producer Kenny Solomon and producer Liza Kerlin. Audio mixer/sound designer was Clint Bennett of 1606, Hollywood.
Anthony Marinelli of 1606 was the music composer, with David Streja serving as executive producer.
