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Posts Tagged ‘Donny Jensen’

Droga5 Inspires for Under Armour

Droga5 takes Under Armour in a different direction with a new campaign called “I Will What I Want” aimed at women, starring Misty Copeland, a soloist with the American Ballet Theatre.

The spot opens with a young girl reading a rejection letter from a ballet academy over a sparse piano track as we see Copeland, poised on her taut ankles in a practice room. “…You lack the right feet, Achilles tendons, turnout, torso length and bust,” reads the girl. “You have the wrong body for ballet. And at 13, you are too old to be considered.” At this point, the soundtrack is set in motion and Copeland springs to life, twirling and gliding across the stage decked out in Under Armour. It is not until the conclusion of the 60-second spot that Copeland’s identity is revealed, her ultimate triumph over adversity implied.

Copeland, who is only the third African American soloist in the history of the American Ballet Theatre, told The New York Times “she never received a rejection letter that so starkly enumerated the reasons she was ill suited to be a ballet dancer,” but that “it accurately encapsulated the resistance she had faced throughout her career,” told from the time she was an adolescent that she had “the wrong body type” for ballet.

We see a lot of ads aim to be inspirational, but seldom do they succeed like “I Will What I Want,” which, unlike most spots with similar ambitions, doesn’t come across as forced or hokey. Coming from Under Armour, it’s an unexpected and refreshing new direction. Along with the broadcast spot, the campaign also includes digital and outdoor components, featuring Olympic skier Lindsey Vonn, tennis player Sloane Stephens and soccer player Kelley O’Hara in addition to Copeland. Stick around for credits after the jump. Read more

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KBS+ Angles Web Design for Skateboarding Doc

Waiting for Lightning, a new documentary about longtime skateboarder Danny Way, did not get good reviews. However, in an effort to drum up some needed publicity, the film’s producers called on N.Y. agency kbs+ to design a gnarly website that will get the 40-year-old stoners who remember Way in his prime to spend their cash on an iTunes download. The endeavor may be futile since 40-year-old extreme sports stoners probably don’t care much for web design, but kbs+ created a unique site with “60-degree diagonal parallax scrolling” where users can navigate the site’s pages on a diagonal axis, mirroring the motion of a board rolling down a vert ramp.

On the site, you can check out backstory for Way and related content about the history of extreme sports in the 90s. Cast and crew notes are also available, but most viewers will find themselves drawn to the athlete interviews in the “Cult of Gnarly” section (which is a phrase most of us can only say in our heads for fear of ridicule). I still have no intention of seeing the movie, but cutting across the computer screen diagonally does have some brief novelty appeal. Credits after the jump.

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