Foot Locker has launched its basketball-inspired holiday shopping experience, “12 Days of Greatness.” The campaign kicks off with a cheeky spot, “The Worst Kept Secret,” featuring a noteworthy cast of respected designers and culture-makers celebrating their love of the game.
Collaborating with some of the biggest names in streetwear, sneaker and basketball culture – including Wairare Boswell, Don C, Melody Ehsani, Montrezl Harrell, Kyle Kuzma, Sami Miro, PJ Tucker and Rhuigi Villaseñor – presents a unique set of challenges, as their products and collaborations are highly coveted. Directed by Julien Christian Lutz, aka Director X via production house m ss ng p eces for agency BBDO New York, “The Worst Kept Secret” illustrates the great lengths the designers went through to keep 12 Days of Greatness a covert project…up until now.
The work debuts across Foot Locker’s social channels. Foot Locker has worked with the aforementioned designers to curate an exclusive collection of apparel and accessories spanning across the 12 Days of Greatness inspired by their love of basketball, hometown, and the culture. Products are being released over a stretch that started Nov. 20 and extends through Dec. 26 at Foot Locker, both in-store and online.
Credits
Client Foot Locker Agency BBDO New York David Lubars, chief creative officer, worldwide; Alex Booker, Philip Sicklinger, executive creative directors; Martins Zelcs, creative director; Victor Roa, Sam Bauer, associate creative directors; Bhanu Arbuaratna, associate creative director, design; Kimberly Blasnik, sr. designer; Anthony Curti, group executive producer; Katie Greene, Andrew Osborne, sr. producers; Michael Ritchie, producer; Lizzy Lehn, art producer; Zach Kula, strategy director; Lucy Bennett, influencer lead; Julia Millison, sr. music producer. Production m ss ng p eces Julien Christian Lutz, aka Director X, director; Brian Latt, Kate Oppenheim, Ari Kuschnir, Edward Grann, Dave Saltzman, exec producers; Rebecca Davis, head of production; Megan Gutman, line producer; Chris Probst, DP; Robb Buono, production designer. Editorial Cabin Edit Graham Turner, editor; Adam Becht, exec producer. Animation SQUAD47 Andy Hsu, creative director; Tim Bub, sr. animator. VFX & Conform AltVFX Jan Cilliers, VFX supervisor & Flame artist; Jayce Attewell, production manager; Chris Fieldhouse, exec producer; Harry Gale IO & VFX assistant; Phil Quten, sr. compositor; Mark Renton, Flame artist; Matthew Schwab, colorist; Sandell Stangel, VFX assistant. Audio Post Sound Lounge Rob DiFondi, mixer; Becca Falborn, exec producer; Lauren Mullen, producer.
Can a sip of coffee spark progress? Family-owned company rolls out its first-ever brand awareness endeavor and illustrates a sustainable future.
A startling statistic: 80 million plastic coffee pods go into landfills daily. One week of this waste could circle the Earth, while one day could stretch from New York to San Francisco.
Committed to using coffee as a vehicle to create enduring change, the responsibly-sourced coffee brand, San Francisco Bay Coffee – which is owned by the Rogers Family Company – along with its creative and media agency of record, Cutwater, have partnered together to launch an all-new brand platform and integrated “One Small Sip For a Better Tomorrow” campaign which includes a series of playful, vibrant animation films, including this anthem piece which shows various people drinking coffee--with a flood of coffee pods falling out of their java mugs.
The remedy: San Francisco Bay Coffee and its certified commercially compostable OneCUP™ coffee pods.
Production and animation were spearheaded by Psyop and Wizz. The pieces were brought to life by directing duo Remus & Kiki. Music, sound design, and audio post were executed by Antfood.
“San Francisco Bay Coffee is the David in a category of Goliaths, yet they hold more true to values and practices we all want from our coffee brands. In addition to great tasting coffee, they innovate toward a better tomorrow. So if we want to make these great leaps of change, all it now takes is one small sip,” explained Cutwater founder and chief creative officer Chuck McBride. “We chose animation because the story needed a special way to help people understand the benefits of compostable pods in a not too serious way.”
