Saturday, December 16, 2017
You are here:

CP+B Brings Cancer Survivors Together For March Madness


Robert Goldrich
Monday, Mar. 28, 2016


Log in or register now!

CP+B in Boulder, Colo., created this “Coaches vs. Cancer: Hardwood Heroes” campaign tied into the NCAA basketball championship March Madness for automotive client Infiniti. Centerpiece of the campaign is an eight-part mini-documentary focusing on two basketball teams consisting of cancer survivors who will play a live game during Final Four weekend. The game will be broadcast on CBS during the NCAA semifinals.

Guiding the teams are two former NCAA basketball coaches, Tom Pender and Jim Harrick.

Here is the intro video to the campaign directed by Richard Bullock of Hungry Man.

More than 70 million March Madness brackets are filled out every year in hopes of taking home a big payday. But this year, Infiniti created a bracket that actually gives back. For each round of the NCAA tournament, every winning pick selected at generates a donation for the Coaches vs. Cancer charity.


Client Infiniti Motor Company Ltd. Agency CP+B, Boulder, Colo. Ralph Watson, VP/chief creative officer; Michael Raso, VP/executive creative director; Shannon Gibney, associate creative director/art director; Ryan Contillo, sr. copywriter; Kate Hildebrant, VP/director of video production; Aymi Beltramo, VP/executive integrated producer; Jackie Maloney, integrated producer; Chelsea Lines, content manager; John Frazier, John Heathfield, director of product strategy. Production Hungry Man Richard Bullock, director; Leora Backer Mohr, 1st assistant director; Kevin Byrne, Dan Duffy, Mino Jarjoura, Nancy Hacohen, exec producers; Josh Rothfield, producer; Alex Biotopoulos, production supervisor; Shane Kelly, DP. Editorial Plus Productions, Boulder, Colo. Nick Lofting, editor; Nick Rodriguez, assistant editor; Lennon Barnica, sr. producer. Postproduction Company 3 Stefan Sonnenfeld, sr. colorist; Rhubie Jovanov, telecine executive producer. Visual Effects Method Studios, Santa Monica, Calif. Kelly Bumbarger, lead compositor; Robert Owens, VFX exec producer; Paula Jimenez, VFX producer. Music JSM Music, NY Joel Simon, chief creative officer. Track: Uplifting Sparse Audio Post Lime Studios, Santa Monica Rohan Young, mixer; Susie Boyajan, exec producer; Ben Tomastik, mix engineer assistant.

Category of ScreenWork: 
Media Type: 


<iframe width="560" height="349" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="640" height="390" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="853" height="510" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="1280" height="750" src="" frameborder="0" allowfullscreen></iframe>
Log in or register now!
Log in or register now!

Recent SHOOT News Stories

Saturday, Dec. 16, 2017

The biggest figures and institutions in entertainment have established a...

Saturday, Dec. 16, 2017

Morgan Spurlock's latest documentary will not premiere at the Sundance...

Friday, Dec. 15, 2017

After years of tremors, the earthquake that had long been predicted...

Friday, Dec. 15, 2017

Lively Group , the New York-based creative collective, has hired Rob...

Friday, Dec. 15, 2017

Mob Scene , an entertainment marketing agency for major motion picture...

Friday, Dec. 15, 2017

The Academy of Motion Picture Arts and Sciences has announced that nine...

Recent SPW Releases

Friday, Dec. 15, 2017

Blackmagic Design today announced a worldwide training and certification...

Friday, Dec. 15, 2017

AtSwim Director Alberto Accettulli was tasked with taking his crew to the...

Thursday, Dec. 14, 2017

XTRMX , a leading innovator in remote collaborative video editing and...

Thursday, Dec. 14, 2017

The international crime drama Gomorrah is the latest television production...

Thursday, Dec. 14, 2017

The One Club for Creativity, the world’s foremost non-profit organization...

Wednesday, Dec. 13, 2017

Librarian of Congress Carla Hayden announced the 2017 selections to the...