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    Top Spot of the Week: Under Armour’s “Rule Yourself|USA Women’s Gymnastics” From Droga5

    By SHOOTUpdated:No Comments3588 Views

    This spot features members of USA Gymnastics Women’s National Team, part of the campaign carrying the tagline, “It’s What You Do in the Dark That Puts You in the Light.” We see the sacrifices these athletes make–and the elation they feel–when wholly dedicated to training for their sport.

    We see the female gymnasts building full-body strength and training on the mat, traveling to competitions, and putting in hours of constant, grueling work for a chance at glory.

    Martin de Thurah of Epoch Films directed this :90, titled “Rule Yourself|USA Women’s Gymnastics,” for agency Droga5, New York.

    Credits

    Client Under Armour Agency Droga5 New York David Droga, creative chairman/executive creative director; Ted Royer, chief creative officer; Tim Gordon, group creative director; Alexander Nowak, Felix Richter, creative directors; Toby Treyer-Evans, Laurie Howell, copywriters/art directors; Cynthia Ratasbouth, design director; Sally-Ann Dale, chief creation officer; Ben Davies, head of broadcast production; Adam Perloff, executive producer; Niklas Lindstrom, head of interactive production; Cliff Lewis, head of art production; Julia Menassa, sr. art producer; Jennifer Lally designer. Production Epoch Films Martin de Thurah, director; Kasper Tuxen, DP; Melissa Culligan, exec producer; Michaela Johnson, producer. Editorial Stitch/Cartel Leo Scott, editor. Postproduction Blacksmith Sound Design String and Tins/Q Department Mixer/Sound Editing Chris Afzal

    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Screenwork Type:Top Spot
    Video Tags:Droga5Epoch FilmsMartin De ThurahUnderArmour



    Ad Council, Directing Duo The Hudson Dusters Share “The Rewards” Of Adopting Teens From Foster Care

    Wednesday, November 20, 2024

    The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.

    This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.

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