SPORTS+FITNESS

First off, thank you for thinking of me for this project. It’s an inspiring tribute to team spirit, and a beautiful reminder that the thrill the game isn’t just about what happens on the field. It’s about the community that mobilizes around sports—especially in a city like LA.

Los Angeles is a place you could live your whole life in and never know it fully. I feel like my experience of LA is still one of constant discovery, and this feeling was nurtured in me early on. Back when I was a kid, I lived with my grandpa in Compton. He used to own properties out here, and I’d travel around with him when he went on his maintenance runs. From South Central to East Hollywood to Simi Valley to Redondo Beach…we went all over. It was such an amazing way to see different layers of the city, and one thing I came to realize is that even when the geography changed, there was an essential “LA-ness” that permeated every part of it. So even though each place had its own vibe, it always felt distinctly LA at the same time.

For me, this anthem film is a celebration of this essential spirit and character of Los Angeles. It’s always evolving, but at the same time, it only becomes more itself. Uniquely diverse, unpretentious, fiercely unapologetic. A city that constantly reinvents tradition, honoring its history while being unafraid to turn it into something new. A city that once you’re a part of, will always be home to you—just like it’s home to the Rams once again. It’s pretty amazing how our city has embraced the Rams after all this time, but that’s LA for you. Once you’re one of us, you’re family for life. And this film is an ode to the Rams’ extended family. One that transcends class, ethnicity, subcultures, and zip codes as they unite for the love of the game.

Weaving adrenaline-fueled sports footage with rich character portraits of everyday Phoenicians, we’ll unearth what it means to be an Arizonan hockey fan—both in and out of the rink. As we see the Coyotes defiant spirit on display—rising up against adversity, beating the odds—we’ll see this same spirit reflected in the people of Phoenix. Our linking narrative arcs will weave and build upon one another, with an escalating sense of energy that makes every moment feel celebratory and electric.

To pull this off, we’ll embrace a mixed media approach, incorporating film and digital imagery; 35mm and 16mm film; archival footage as well as raw documentary moments. Not only will this give the film the depth of emotion it demands, it will give us flexibility in the edit, allowing us to tell a rich and layered story within a relatively short timeframe.

Golf is hard. But when you really find your groove, there’s nothing like it. And Callaway’s BB23 can give you the edge you need to have more of the moments that made you fall in love with the sport in the first place.

This is an insight that every golfer will relate to, and I think the more simply we convey it, the better! Thats why I’m envisioning a simple 3-act structure that clearly introduces the conflict, illustrates a solution, and delivers us to victory moments that feel relatable and earned. All the while, we’ll pepper the spot with closeups and detail shots of Callaway’s BB23 irons, showing how they can help golfers achieve more of those flush shots that keep them coming back.

That said, though our structure is simple, executing it will take some strategizing. Like golf itself, this spot demands a synergistic approach in which every element—location, lighting, camera, performance—works together to bring real humanity to the story. I not only want these shots to illustrate the highs and lows of the golfing experience, I want our shots to coalesce into a clear narrative arc. As if we’re following our golfer through the course of a game, experiencing his frustrations and successes right along with him.

I love the smell of cut grass. I love YouTubing vintage golf advertisements from the 80's. I love knowing Rahm veered right on that last hole because he got a little too inside on his downswing.

I am what you call a golf nerd.

Game-wise, of course, I'm purely recreational. I'm still chasing 18 holes in under 80 strokes (and probably will for the rest of my life), but that hasn't kept me from having strong opinions on brands. Hands down, Callaway has always been my favorite. Ask my Dad! He gifted me his 1st generation Big Bertha driver after he gave up on the game.

These spots should feel fast-paced and fashion forward, imbuing the viewer with a newfound spark of adventure. The energy of this campaign is driven by the spirit of togetherness shared by our five friends – no matter where they go, they have each other and their watches!

I’m a huge proponent of playful camera movement. We’ll merge city life with the outdoors through kinetic transitions like match cuts. Whip pans and spins will further elevate the juxtaposition between our urban and wilderness settings. At various points, we’ll rig the camera to the watch itself to keep our audience focused on the product as our characters move through the world around them.

A collective portrait of our crews. Visceral, raw, cinematic and grounded in authentic emotion.

Cinematic verite footage of our crews in their element, underpinned by a collective VO.

We will have pre-scripted ideas, a road map, but no one can tell their story better than them. Our focus will be on creating the preconditions that allow our crews to share how UA's connected footwear empowers them to run connected.

Their insights will play over raw city scapes and vivid details intercut with kinetic snapshots of our crews doing everything they do best, while organically integrating use of UA's connected footwear.

We'll begin static and slow as our athletes enter the stuffiness of the country club.

As with the idle world of the traditionalists, our camera will photograph it as such. There is no significant fanfare to the camera work as we reveal the stillness of this space.

And corresponding with that lack of movement, there is a quality to the light that indicates a stagnant nature overall.

But as our athletes step onto the court or onto the green, we'll build a sense of momentum…

Slowly, our camera comes to life, creeping up to the tee…

And once the club makes contact with the ball, our camera snaps to life, moving with the full force of the swing. And form that point forward, there's no looking back. In fact, our camera builds in momentum through driving movement and dynamic angles. Like a dance, the camera and subjects will flow and move in lockstep choreographed time.