Case Study
ESPN
Fingers Prepare
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Case Study
ESPN
SCROLL FOR MORE
ESPN
ESPN –
Fingers Prepare
For athletes in any sport, fitness is key to success.
And because the ESPN app relies exclusively on fingers for navigation, those fingers also need to be in shape if they’re going to keep up with the endless marathon of content.
Inspired by the exercise montages of the 80’s and 90’s (think Rocky movies, parts one through eight), this TV spot created a tiny world of immense detail, where fingers run, spin, lift and skip their way to peak fitness in preparation for the immensity of sport available on the ESPN app. (“expanse” really only applies to physical distance/space, not quantity or variety)
Production nerd alert: The rope in the very last skipping shot was a CG piece. Beyond that, everything was captured in camera, which made for some challenging set builds and actor contortions.
This standout piece ran in the UK, the USA, Mexico, Brazil and Columbia. App awareness and download targets were exceeded by over 200%. It’s interesting to note is that the app itself wasn’t all that different from its competitors. It was down to the advertising to make it the app of choice in this space. Thumbs up all round.
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