The transformative power of youth athletic programs is celebrated in the latest installment of DICK’S Sporting Goods’ “Sports Change Lives” campaign. Directed by the Hudson Dusters of Greenpoint Pictures, this short film charts the inspirational story of football coach Donta Green and the Westinghouse Academy Bulldogs, the first recipients of The DICK’S Sporting Goods Foundation’s 75for75 Sports Matter Grant Program.
Inspirational and heartwarming, the film reflects the triumph that can come out of adversity, and each person’s power to make a positive difference in the world. The film opens on a shot of the rusted steel underbelly of a bridge, giving the viewer a sense of life in the Homewood neighborhood in Pittsburgh, Pennsylvania, which experienced a profound economic downturn after the closing of the local steel mills in the 1980s. The unvarnished look of the town is juxtaposed with the impassioned and galvanizing spirit of Green, who holds the reins of the football team at Westinghouse Academy. Last year, the coach led the Bulldogs in an astonishing run to the state championship after an undefeated season. Aware of the hardship players face in the community, the coach and his staff provide belief, support, mental toughness, and structure to the youngsters on the team. The coach is building more than just a team. He’s building a family and a path of opportunity for the underserved youth of Homewood.
“We love making pieces that celebrate people like coach Donta Green–everyday heroes who genuinely change kids’ lives daily and the whole community in the process. We wanted to do him justice with a film that he, his kids, and his community could be proud of forever. Something that lasts,” said Michael Kuhn who teamed with Niles Roth to form the Hudson Dusters.
Launching in honor of DICK’S 75th anniversary, The DICK’S Sporting Goods Foundation 75for75 Sports Matter Grant Program will select 75 deserving youth sports organizations nationwide in 2023. As the first recipient of a $75,000 grant from the program, Westinghouse will use the funds to continue changing their players’ futures. Among the benefits is a new weight room so that the players can properly train. Previously, some 50-plus team members had to share just a couple of barbells in a school hallway.
Client DICK’S Sporting Goods Production Greenpoint Pictures The Hudson Dusters, director; Tatiana Rudzinski, exec producer, partner; Leah Donnenberg, exec producer; Karen Berkowitz, head of production; Lexy Leeds, sr. producer, post producer; Amalia Bradstreet, producer; Nate Corbin, DP; Mason Cash, DP, B unit. Editorial Ben Schwaeber, editor. Sound Design Bobb Barito, sound designer. Color Company 3 Nick Metcalf, colorist.
Director Evan Silver, Indie Agency TiNY Battle Doggie Bad Breath With A Humorous “Mintervention”
Minties® is taking on dog breath again. And this time, it’s personal. Back in November, PetIQ’s Minties boldly declared “Dog Breath Is Over” in a newsbreak-style ad that introduced Minties FreshBitesTM--a line of innovative, chewy dog dental treats with that can be offered throughout the day for a long-lasting chew, so nothing gets between you and your dog in your closest moments. America responded by buying new Minties FreshBites by the millions, exceeding the brand’s most optimistic forecasts. So Minties and independent creative agency TiNY (the team behind the “Dog Breath Is Over” campaign) are following up on this story. And this time, it starts at Minterventions.com. “‘Dog Breath Is Over’ was the big message,” said Jissan Cherian, PetIQ’s chief marketing fficer. “Minterventions makes the message personal. If you’ve got a dog with stinky breath, we want to hear from you.” TiNY turned out two new spots for the Minterventions phase of the campaign. The first is this one titled “Cabbage” which features a dog named Mollie and an extendable hand. Why the extendable hand? “Mollie’s breath smells like she ate a skunk (who also has bad breath).”. A voiceover then asks the question at the center of the campaign: “Does your dog need a Mintervention?” Minties FreshBites is the answer, of course. Both spots were directed by Evan Silver of Reform School and edited by Tina Mintus out of Northern Lights in New York City. (Silver is an alum of SHOOT’s 2007 New Directors Showcase.) “It starts with a real, relatable problem,” said Mike Rovner, TiNY partner and chief creative officer. “That’s the TiNY way--we help clients build worlds they can live in. Once you set up the rules of the world, you can have... Read More