The transformative power of youth athletic programs is celebrated in the latest installment of DICK’S Sporting Goods’ “Sports Change Lives” campaign. Directed by the Hudson Dusters of Greenpoint Pictures, this short film charts the inspirational story of football coach Donta Green and the Westinghouse Academy Bulldogs, the first recipients of The DICK’S Sporting Goods Foundation’s 75for75 Sports Matter Grant Program.
Inspirational and heartwarming, the film reflects the triumph that can come out of adversity, and each person’s power to make a positive difference in the world. The film opens on a shot of the rusted steel underbelly of a bridge, giving the viewer a sense of life in the Homewood neighborhood in Pittsburgh, Pennsylvania, which experienced a profound economic downturn after the closing of the local steel mills in the 1980s. The unvarnished look of the town is juxtaposed with the impassioned and galvanizing spirit of Green, who holds the reins of the football team at Westinghouse Academy. Last year, the coach led the Bulldogs in an astonishing run to the state championship after an undefeated season. Aware of the hardship players face in the community, the coach and his staff provide belief, support, mental toughness, and structure to the youngsters on the team. The coach is building more than just a team. He’s building a family and a path of opportunity for the underserved youth of Homewood.
“We love making pieces that celebrate people like coach Donta Green–everyday heroes who genuinely change kids’ lives daily and the whole community in the process. We wanted to do him justice with a film that he, his kids, and his community could be proud of forever. Something that lasts,” said Michael Kuhn who teamed with Niles Roth to form the Hudson Dusters.
Launching in honor of DICK’S 75th anniversary, The DICK’S Sporting Goods Foundation 75for75 Sports Matter Grant Program will select 75 deserving youth sports organizations nationwide in 2023. As the first recipient of a $75,000 grant from the program, Westinghouse will use the funds to continue changing their players’ futures. Among the benefits is a new weight room so that the players can properly train. Previously, some 50-plus team members had to share just a couple of barbells in a school hallway.
Client DICK’S Sporting Goods Production Greenpoint Pictures The Hudson Dusters, director; Tatiana Rudzinski, exec producer, partner; Leah Donnenberg, exec producer; Karen Berkowitz, head of production; Lexy Leeds, sr. producer, post producer; Amalia Bradstreet, producer; Nate Corbin, DP; Mason Cash, DP, B unit. Editorial Ben Schwaeber, editor. Sound Design Bobb Barito, sound designer. Color Company 3 Nick Metcalf, colorist.
Top Spot of the Week: AlmapBBDO, Director Lu Villaca Team On A Show Of Strength For Women and Johnnie Walker
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.” Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys. “The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker. [video width="1280" height="720" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2024/12/19005421/Johnnie-Walker-StrongAreTheWomen-1.mp4"][/video] Read More