Picture Farm Production and photographer/director Robert Clark embarked on a pre-season long documentary film and photo series for Russell Athletic.

“Plenty of sports movies are about the thrill of victory: the game-winning shot at the buzzer, a go-ahead touchdown on the final play or a walk-off home run. But it’s the heartbreaking losses that often drive athletes toward future success and personal growth. Sports apparel brand Russell Athletic is celebrating those near misses in a new mini-documentary series shot by photographer Robert Clark.”

Garnering accolades from Adweek as an “Ad of the Day,” Chris Cardetti, VP at Barkley said it best…

“We didn’t want to tell the clichéd stories of teams and sports; we wanted to tell the untold stories… instead of putting that loss behind you, this campaign says, ‘Stare it down, and use it to come back strong’… We didn’t want to hire twentysomethings to play high school athletes. We wanted to tell the real stories and act less like marketers and more like journalists. That made Robert Clark the perfect choice for us. His photography really captures that raw emotion.”- Adweek


The Anthem Film


This campaign has since been nominated for multiple creative industry awards and has garnered a 2017 CLIO GOLD, a  GOLD REGGIE from the Association of American Advertisers (ANA) as the Best Partnership Marketing Campaign in the nation and a BRONZE in the National Consumer Campaign Under $3M category.

The Reggie Award recognizes the building of the Russell Athletic brand through highly innovative & effective strategic partnerships.


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The campaign creation was a unique process of documentary image making meeting campaign goals as the intrinsic artistic necessities informed the brand creative process.

PF EP Chris Bren and producer Anna Groth-Shive travelled with Clark on what would  be a fluid and reactive “all-hands” style documentary video and photo shoot.

The footage was then brought back home to Brooklyn where savant editor Winnie Cheung worked closely with Clark and Bren to mold the stories into multiple video deliverables that will deliver over a series of weeks throughout the end of the year. The “all-hands” style continued through post as the the PF editorial team took to the multiple versions, with assistant editor Regina Spurlock helped Winnie round out the different films.


The Branded “Short” Films




As noted, this campaign has been racking up awards including:
2017 CLIO AWARDS
GOLD:
Medium Partnerships, Sponsorships & Endorsements
Entry Type Product/Service

AAF American Advertising Awards (“ADDY) /Kansas City
GOLD:
“Dear Coach” Video – Social Media, Single Execution
“Dear Seniors” Video – Social Media, Single Execution
“Dear Coach” Video – Internet Commercial
“Settle Your Score/New Palestine” Video – Internet Commercial
“Settle Your Score” – Internet Commercial Campaign
“Settle Your Score” – Integrated Advertising Campaign/National/Consumer

AAF American Advertising Awards (“ADDY) /Regional District 9 (Midwest)
SILVER:
“Settle Your Score” – Integrated Advertising Campaign/National/Consumer

Read more about this incredible project here.


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