ADC Awards
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Category
Craft in Video / Special Effects
Annual ID
ADC_ADV21_043B
About the Work
In the spring of 2020, State Farm had to work fast. As presenting sponsor of ESPN’s documentary series “The Last Dance” – following the 1990s Chicago Bulls dynasty led by Michael Jordan, Scottie Pippen and head coach Phil Jackson – State Farm wanted to create a brand film worthy of the moment.
A full production was planned, script approved, and ready to go, when the world shut down due to COVID-19. Then, ESPN moved up the launch of "The Last Dance" from July to April, shortening the timeline from five months to just one. New creative, aware of production limitations, was concepted, scripted, and quickly approved by State Farm and ESPN, then produced entirely remotely – with the talent on one coast, and the animators on the other.
It wasn't enough to pay respect to the mid-90s Bulls, State Farm wanted to send the audience back to the era – and seamlessly integrate into the broadcast in the process. So using facial mapping technology and computer animation, Sportscenter anchor Kenny Mayne returned to a 1990s episode to make some predictions about the future – and break the commercial's fourth wall referencing State Farm in the process.
The 30-second film blending nostalgia and technology was placed in the middle of the documentary filled with Sportscenter highlights and almost no commercial interruptions. The result felt like a part of "The Last Dance" because it really was.
A full production was planned, script approved, and ready to go, when the world shut down due to COVID-19. Then, ESPN moved up the launch of "The Last Dance" from July to April, shortening the timeline from five months to just one. New creative, aware of production limitations, was concepted, scripted, and quickly approved by State Farm and ESPN, then produced entirely remotely – with the talent on one coast, and the animators on the other.
It wasn't enough to pay respect to the mid-90s Bulls, State Farm wanted to send the audience back to the era – and seamlessly integrate into the broadcast in the process. So using facial mapping technology and computer animation, Sportscenter anchor Kenny Mayne returned to a 1990s episode to make some predictions about the future – and break the commercial's fourth wall referencing State Farm in the process.
The 30-second film blending nostalgia and technology was placed in the middle of the documentary filled with Sportscenter highlights and almost no commercial interruptions. The result felt like a part of "The Last Dance" because it really was.
2021 Awards
Total Points: 9
Bronze Cube
Credits
Agency
Translation / ESPNCW / Brooklyn, New York
Art Director
Dupree Bostic
Chief Marketing Officer
Chaucer Barnes
Chief Strategy Officer
Sandi Preston
Copywriter
Lucas Kelly
Creative Director
Jamie Overkamp
Director
Amy Adelbush
Director of Photography
Carlos Reyes
Editor
Louie Cohen
James Boger
Executive Producer
Kate Aspell
Group Creative Director
Alex Kaplan
Barry Katz
Producer
Nick Aquilino
Strategist
Megan Mundo
Strategy Director
Shani Syphrett
Writer
Andy Truong
Director / Creative Director
Shaun Collings
Group Strategy Director
John McBride
Senior Creative Director
Jay Marrotte
Senior Social Media Brand Content Specialist
Nicole Gartner
Account Executive
Stephen Rich
Caileigh Tauckus
ARTCLASS Content
Eleven
Assistant Account Executive
Bridget Derraugh
Daniel Johnson
Associate Director
Meghan Barron
Evin Gerofsky
Audio Post
TJ Dumser
Chief Executive Officer & Founder
Steve Stoute
Design / Animation
Darren Dai
Director Talent Management
Chris Duffy
Director Talent Relations
Lisa Stokes
Flame
Rod Basham
Chris Weingart
Group Account Director
Julia Farber
Group Context Director
Joel Rodriguez
Head of Client Services
Susanna Swartley
Head of Production
Sparkle Jones
Manager CW Strategy
Colin Ryan
Managing Director
Geno Imbriale
President
Ann Wool
Senior Context Strategist
Jay Legaspi
Senior Data Analyst
Jineen Carcamo
Senior Director Production
Kyle Wright
Senior Project Manager
Ali Schurz
Supervisor
Sam Rosin
VP ESPN CreativeWorks
Carrie Brzezinski-Hsu
VP, Production
Anthony Nelson
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