Bicoastal production house A76 Productions has released intimate and compelling footage of US Olympic and Paralympic athletes for client Citigroup as part of its Olympic 2012 Every Step of the Way charity program.
The multi-platform brand experience features Team Citi, a 13-member team of American athletes competing in various sports at the upcoming London Olympics. The campaign will be seen on various platforms including digital, television, print, ATM screens and bank branches across the United States.
A76 produced the spots with full service digital agency Publicis Modem, who approached A76 after viewing the company’s print and commercial work for sporting brands New Balance and ASICS.
All footage for the Every Step of the Way program was directed, produced and edited in-house at A76 Productions. The spots were captured over a 4-day shoot by A76 owner/director Duffy Higgins using high-speed Red Epic and Canon HDSLR cameras. Intimate moments of hypnotic slow motion work efficiently to showcase each athlete’s remarkable skills:
“We conceived the idea to make a visual representation of what goes through an athlete’s mind during their performance,” explains Higgins on concept. “It’s very immediate. It’s what they hear, how they feel – everything that happens to each Olympian as their event unfolds.”
The audience can connect with athletes on sites including Twitter, Facebook and Citi’s EveryStep website. Money from a Citibank $500,000 fund will also be activated as users interact with charities they would like to support.
“A76 captured the spirit and mission of the program,” explains Ed Cousineau, Vice President, Associate Creative Director at Publicis Modem.
“This is a multi platform brand experience and Duffy managed to deliver work connecting users in such an emotional way. It also serves to keep the Citi brand top-of-mind with supporters as they follow the athletes. We are excited to see how the audience responds to the campaign.”
“We thought it important to give the audience a sense of what these amazing athletes go through and what they do performance-wise,” adds Higgins on the work. “It’s the first social network Olympics where every single event will be streamed live, meaning anyone following an athlete can see them in every single heat, every step of the way…
A76 has also wrapped recent campaigns for Coke and PNC Financial Services. Other clients include Kiehls, Verizon, Caesar’s Palace, American Express, Pepsi Max, Harley-Davidson, ASICS, AXE, QVC, Priceline, Hornitos, 1800 Tequila, New Balance and Powerade.
A76 are also finalists at the 2012 Vimeo Film Festival Awards with their short La Prochaine Fois for fashionable femme surfing line Pret-a-Surf.
Citi’s Every Step of the Way campaign can be seen at:
About A76 Productions
A76 is a full-service, independent film, video and photography production and creative services company, which opts for out-of-the-box ideas that lead to dynamic results for its clients. The company produces fresh and distinct content from music videos & short films to full-fledged Print, TV, & Interactive Advertising campaigns both from its headquarters in NYC and around the globe.