We are proud to be part of this wonderful project for athletic footwear brand, Saucony. The four spot campaign for broadcast and online was conceived and written by the team at the Massachusetts-based agency, Mechanica and features the driving statement "Find Your Strong."
"The Saucony concept of 'Strong' is unique and somewhat intangible," says Libby DeLana creative director at Mechanica. "It's a sense of what the human soul is... it's the runner, but also the environments explored. It's more who you are than what you do. In essence, the struggle is what reveals 'Strong,' and those human experiences are what we set out to distill and showcase in this campaign."
The campaign was directed by Andre Stringer. "I instantly saw that our primary challenge for this project was creating an undeniable expression of the simple sentiment, 'What is Strong?' To achieve that," he said, "I proposed a shooting approach that would allow us to find the embodiment of strong. To get truly real and emotive performances, I believe in pushing athletes -- and every project collaborator -- to their height of performance. In this case, we feel the finished result reflects total dedication from all the talents involved, both on-camera and behind the scenes."
Project Title: Saucony "What is Strong?" :60
Debut Date: 4/27/11
Film Location: Marin County & San Mateo, CA
More Info: http://bit.ly/SauconyStrong
Client: Saucony, Inc.
Chief Marketing Officer: Chris Lindner
Advertising Agency: Mechanica
Partner/Creative Director: Libby DeLana
Creative Director, Copywriter: Ted Jendrysik
Brand Director: Arabella Plum
Producer: Mary D. Hanifin
Director: Andre Stringer
Production Company: Shilo
Director of Photography: Max Goldman
Editor: Cassidy Gearhart
Assistant Editor: Hedia Maron
Rotoscopers: Paul Daniel, Djeison Canuto
Associate Producer: Sheina Dao
Line Producer: Jeremy Yaches
Head of Production: Julie Shevach
Executive Producer: Tracy Chandler
Telecine: Company 3
Colorist: Tom Poole
Music Composer/Sound Design: Darrin Wiener
Final Mix: Penny Lane
Mixer: Joseph Miuccio