On
Repeatable Content Franchise
Athlete Storytelling

“Table Talk”

Runners. On tables. Getting bodywork. Fielding questions.

Executing the brand creative and content strategy I was fortunate enough to have provided On with for the last 5 years and having invested heavily in demand creation dollars on sports marketing assets, On, was not only on fire, but in need of a platform to showcases their athletes.

The platform needed to showcase the newly formed elite track team, the OAC, in an insightful way that spoke to a youthful core track audience. Coach needed his athletes to get on the table for bodywork more often that their youthful bodies seemed think they needed. On needed a storytelling vehicle that was repeatable over time and across cultures.

Table Talk was born.

I knew the team and I new the audience, having done the long-term marketing playbook for the building of the OAC brand. I had conducted hours of insights calls with athletes and been on the road with them during the formative years filming the "Origins Story” documentary I concepted, developed, and co-directed.

Table Talk was born of insight from my spending time with team, but also a way to foster the creativity of my project team consisting of a cinematographer, animator, editor, and producer. After I landed the idea and set the creative direction in a way that allowed each person on my team to add their creative sensibilities and claim ownership of the project the result was nothing short of prolific.

In less than 2 months from concepting, I was able to lead the team in delivering 17 2-minute Athelte profile films in addition to a number of social cut-downs for each piece. Having resonated deeply with the target audience, half of the films received more than a million organic views each.

Levity Creative
CD/MD/EP: Colin Leary
Director: Andrew Hinton
Editor: Ryan Chisesi
Animations: Conner Brooks Lee

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