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Washington Nationals – Thunderstruck Ad


For the third consecutive year, EP*Vision‘s Maryam Parwana East Pleasant Directors David Weinstein and Stash Slionski have teamed up with the Washington Nationals and their branding agency 40/40 on the team’s season advertising campaign and in-stadium display content.

This year’s entry is a thematic continuation of the past two campaigns, with a duo of high-intensity spots featuring action footage blended with studio footage of star players. Bold and defiant narratives – a hallmark of the team’s distinctive “Natitude” – pepper the spots, most powerfully in shorter ads focused on star players Bryce Harper and Stephen Strasburg.

“Going into the initial campaign with the Nationals in 2011, we knew that they were working on a three-year cycle and that they wanted a modular approach so that 2011, ‘12 and ‘13’s campaign would all work with each other seamlessly,” notes Weinstein. “The 2013 look worked fluidly with the Phantom campaign we shot in 2012 and the team was able to use all the assets in a cohesive package.”

East Pleasant has worked with 40/40 since 2007, when the two entities teamed up on a series of projects with NFL PLAYERS, the marketing arm of the NFLPA. The transition to working with the Nationals and COO Andy Feffer proved seamless. “There was a comfort level already established and we really knew what we could expect from 40/40 creatively and vice versa,” explains Weinstein. “No matter the shoot, there has to be a narrative to it, with great storytelling and great visuals, and 40/40 principal John Trotter understands that as well as anyone.”

Weinstein & Slionski’s extensive sports experience has given them a special skill set in working with athletes. “The first thing you have to realize with athletes is that they take direction better than anyone – most of them have been playing organized sports on a high level their entire lives, so they’re used to a regimented schedule and people telling them what to do all day, every day,” says Weinstein. “When they get on set with us, we just make them feel at home, play some music they like, and try not to take ourselves too seriously. Their job is stressful enough, so we just mess around and make it feel like a clubhouse.”

EP*Vision CD Maryam Parwana led post work on the campaign, recreating the fluid production pipeline from client to post that has contributed to the success of so many past campaigns.



Credits:
Client: Washington Nationals
Advertising Agency: 40/40
Production Company: East Pleasant
Director: David Weinstein & Stash Slionski
EP: Michelle Cuccuini Hicks
Director of Photography: Stash Slionski
Editorial: Pleasant Post
Editor: Chris Fiore/Parallel Universe
Producer: Taylor Colbert
Color Grading: Pleasant Post
Post/Effects: EP*Vision
CD: Maryam Parwana
Producer: Niabi Caldwell
Sound Design & Mix: Big Yellow Duck

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The spot, “Noble Obsession,” leverages the popularity of workout hype videos to focus on all that goes on before the game – and specifically the pre-game preparation and hard work that goes into creating “Blimpworthy” moments possible on game day.

In the spot, Eric Thomas, a well-known motivational speaker, delivers an impassioned speech about the value of hard work and preparation. Actual clips from universities are interjected throughout the spot, showcasing the players and fans that make up the excitement of college football. A custom music track created by Jingle Punks features sound bites from Eric Thomas, with him encouraging “talk less” and “grid more” and saying “it’s all about the work.”

Creative Team
Agency: The Marketing Arm
Director/Agency Producer: John Suits
Producer: Ngoc Ho
Chief Strategy Officer: Chris Smith
VP, Content Production: Greg Neal
Director of Photography: Jonathan Bruno,
Group Creative Director: Rob Neatherlin
Editor: Nicholas Larrabure
Account Director: Nick Loyless
Sound Mixer: Kyle Deshazo
Music: Jingle Punks

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