In 2008, amid a successful snowmobiling career, Mike Schultz was involved in a crash that led to the amputation of his left leg below the knee. A standard prosthetic leg helped Schultz get back on his feet, but it wasn’t built for the action sports he loved. So Schultz designed and built his own prosthetic leg from scratch, not only getting himself back into competition but also eventually transforming the high-tech idea into a successful business. Today Schultz is a U.S. Paralympic Gold Medalist, and more than 20 Paralympians have used Schultz’s prosthetics to compete in the Paralympic Games.
Goodby Silverstein & Partners teamed with director M. Blash of The Directors Bureau to tell Schultz’s story in this spot, "Ready for Anything," which will launch during the Winter Olympic Games. It’s a tale of perseverance and resilience that appeals to business owners and viewers of the Olympics and Paralympics alike.
Jim Elliott, executive creative director of Goodby Silverstein & Partners, said, “Every athlete has a story. But not all of them have one like this–an inventor and entrepreneur, running his own business while competing in the games against people using his own products. Mike’s tenacity and mindset are exactly what Comcast Business stands for. It’s an honor for us to share his story with the world.”
Credits
Client Comcast Business Agency Goodby Silverstein & Partners Jim Elliott, executive creative director; Tristan Graham, Felipe Lima, creative directors; Jennifer Fisher, art director; Anthony Pagaza, copywriter; John Thorpe, director of brand strategy; Katie Coane, group brand strategy director; Shaza Elsheshtawy, sr. brand strategist; Jane Warren, deputy director of research strategy; Nick Reggars, group content stratgy director; James Horner, executive producer; Cindy Epps, DP Odishoo, producers. Production The Directors Bureau M. Blash, director; Karina Silva, DP; Sloane Skala, Jenni Sprunger, exec producers; Stephanie Bruni, producer. Editorial Rock Paper Scissors Haines Hall, editor; Jack Kanner, assistant editor; Kevin Gottlieb, producer; Shada Shariatzadeh, exec producer. Color Primary Gregory Reese, colorist; Jenny Bright, color producer; Thatcher Peterson, exec producer. Design Studio Elastic Duncan Elms, creative director; Jean Hwang, designer; Jordan Booker, Steven Do, Brian Hayes, Cindy SooHoo, Eugene Hyun, animators; Gabriel Caste, graphics editor; Kevin Daly, producer; Hannah Rowswell, production coordinator; Luke Colson, exec producer. VFX a52 Dan Ellis, lead Flame artist; Adam Flynn, Michael Vaglienty, Rod Basham, Sam Kolber, Chris Riley, Flame artists; Everett Cross, producer; Patrick Nugent, Kim Christensen, exec producers. Sound Lime Studios Joel Waters, sound designer/mixer; Collin Thomas, assistant mixer; Susie Boyajan, exec producer. Music “Dusk” by Carly Comando
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.
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