Xfinity: Future Olympians (Stunt Content) | Q3 2024

Creative Direction for inspirational content utilizing Xfinity’s athlete partners to create a moment between our current Olympians and some select athletes that could become an Olympian of a new generation.

I worked with the client to come up with ideas for a two 30 second spots that would involve a celebrity athlete showing up as a surprise to a kid’s practice. They would then engage the kid in a quick head to head competition to inspire them to keep pushing themselves to new heights so they can one day be an Olympian like their hero.

The athletes were Sophia Smith and Jewel Loyd and I had to concept the story arc of how the would arrive, when to “show up for practice”, what competitive games they could play that were organic and authentic to an actual practice. With the help of video and event production teams we coordinated with local sports clubs, venues, parents and coaches to create a genuine moment that would also achieve an emotional connection with viewers. These videos were discussed as going on social as well as tv spots during the Olympics.

The spots went so well that the client requested for us to concept, storyboard and execute 3 more spots with other athletes participating in both the Olympics and Paralympics of 2024.

This was a rewarding project as I was able to work on video content that is truly inspirational to the next generation of athletes. Because we wanted the reveal moment to be authentic and emotional I loved the challenge of setting up a storyline so that it would feel like a normal day at practice until our Olympians showed up. The other challenges were scheduling, finding ways to ensure nothing from that day could be leaked to social, and even though we were focused on a particular child athlete we still wanted to make it a moment the entire team could share and feel was impactful to them also. It was also extremely gratifying to see that the client loved the concepts so much and how they came to life they wanted to do more.