Created by Venables Bell & Partners, Reebok’s “Sport the Unexpected” campaign kicks off with “Storm the Court,” a film featuring an unexpected, and seemingly uninvited guest who interrupts a pick-up basketball game–stopping people in their tracks. The film showcases the Reebok Aztrek Double, an all-new update to the brand’s original all-terrain adventure shoe from 1993.
Tom Noakes of PRETTYBIRD directed “Storm the Court” with music supervision and sound design from Barking Owl. The music track was “Prayer Hands” by A-Trak and YehMe2. Editor was Shane Reid of Exile.
Credits
Client Reebok International Agency Venables Bell & Partners, San Francisco Paul Venables, founder, chairman; Will McGinness, executive creative director; Byron Del Rosario, creative director; Allie Nordstrom, sr. art director; Elliot Nordstrom, sr. copywriter; Hilary Coate, director of integrated production; Namrata Abhyankar, producer. Michael Davidson, associate partner, head of strategy; Dylan Phillips, sr. strategist; Raquel Bedard, director of Lumberyard Production PRETTYBIRD, Culver City, Calif. Tom Noakes, director; Kerstin Emhoff, co-founder/exec producer; Rika Osenberg, head of production; Julie Sawyer, producer; Larkin Seiple, DP; Jason Hougaard, production designer. Editorial Exile, Santa Monica, Calif. Shane Reid, editor; CL Weaver, exec producer; Jennifer Locke, head of production; Michael Miller, sr. producer; Kyle Behrens, Jay McConville, Erin Mccaffrey, assistant editors. VFX/Finishing Framestore, Los Angeles James Razzall, president, advertising, North America; Bethan Thomas, director of production & operations; Aron Hjartarson, executive creative director; Ben West, Chris Waitt, creative directors; Georgina Poushkine, integrated advertising producer; Raul Ortego, sr. Flame/lead artist; Humberto Reynaga, Toby Brockhurst, Flame artists; Jose Alvarado, VFX coordinator; Jamie Runkle, production coordinator; Telecine Color Collective, NY Alex Bickell, colorist; Alex Jimenez, color assistant; Claudia Guevara, exec producer. Music/Sound Design Barking Owl, West Los Angeles Track: “Prayer Hands” by A-Trak and YehMe2; Kelly Bayett, creative director/partner; Jessica Dierauer, music supervisor; Morgan Johnson, sound designer; KC Dossett, producer. Audio Post Barking Owl, West Los Angeles AJ Murillo, engineer; Eolyne Arnold, assistant Exile, Santa Monica, Calif. Shane Reid, music edit
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.
