Xfinity: Future Olympians (Stunt Content) | Q3 2024
Creative Direction for inspirational content utilizing Xfinity’s athlete partners.
THE CHALLENGE: The client Xfinity needed to create some surprise and delight energy moments between our current Olympians and select athletes that could become an Olympian of the next generation. Though the surprise and delight moments were quick, these moments were to be the icing on the cake for profile pieces showing the connection of how one generation of Olympian could inspire the next generation of Olympian through their community ties.
For two 30 second spots, I concepted how a celebrity athlete would show up as a surprise to a kids’ 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 trick was to make the interaction exciting and inspirational but feel like a natural inclusion. Nothing staged or overproduced but more of a rare moment captured. A moment that could live on social media and/or a news story versus a commercial trying to sell something. Something that can be run during the Olympics but could live forever as a standalone story of inspiration and connection.
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.
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.
