Last night our press release aired nationally on ESPN.
When we won the account for the U.S. Open’s in-stadium video entertainment, we were thrilled. But we were also too busy actually creating the work to get around to talking about it.
Last night, our work spoke for itself.
In addition to using our first video to kick off every day and night session, The U.S. Open liked it so much that they incorporated it into their opening ceremony. ESPN liked it too. They decided to simulcast it as TV content for their worldwide broadcast.
In all, we produced videos that will run on three large format screens in the main stadiums as well as 29 other screens throughout the grounds. And despite it being the largest single spectator sporting event in the United States, drawing over 800,000 people in just over two weeks, you’ll have to be there to see most of it. So we wanted to share a few of the other pieces that won’t be airing in primetime just in case you don’t get a chance to make the trek up to Queens.
Find Out Who Can and Can’t Stand Up to the Pressure | U.S. Open 2013
This first video is a 160over90 production all the way through. 160 alum Adam Garcia (better known as The Pressure), provided the voiceover that we laid in over ambient sounds of New York and a great track from The Eagles of Death Metal. The sound design was crucial. The pieces needed to have a certain grittiness.
Why? Well, because we realized a crucial insight early on: that to do this job right, we actually needed to approach it as if we were creating an in-stadium television network. A network all its own. A network with programming that runs in one and two minute increments. It would need its own voice, its own look and feel, and even its own name.
Internally we codenamed this new network “BreakPoint TV.” It wasn’t just an exercise. We took it seriously—considering the appropriate programming, its tone, and feel. This job wasn’t as much about selling The Open as it was about connecting with the crowd: true tennis fans from all five boroughs and all across the world.
Once we had the identity down, it guided every decision. What clips to use, how to handle transitions, and display information. We created a brand all its own. And at the end of all the days and nights that went into making it all, that insight served us up for something special.
Strike Science: The Federer Serve:
Strike Science: Serena’s Backhand:
Everything Is On the Line:
Chief Executive Officer: Shannon Price Slusher
Chief Creative Officer: Darryl Cilli
Executive Creative Director: Jim Walls
Director of Client Services: John Campanella
Creative Director: Brendan Quinn
Digital Creative Director: Konstantinos Psimaris
Lead Motion Designer: Chris Lee
Motion Designer: Joe Dunlap
Lead Video Editor: Max Paolucci
Video Editor: Elizabeth Kalbach
Executive Producer: Tom Ammon
Producer: Nick Pitcavage
Senior Copywriter: Chara Odhner
Copywriter: Kris Blake
Account Executive: Kierstin Loper
Account Director: Danielle Cruz