U.S. Figure Skating — Campaign: GetUp · TV, social and digital · 2015
In the U.S. Figure Skating was seen as performance more than sport. The campaign set out to change that, the campaign was built on one line, "We all fall, it's how we GetUp that matters". The campaign demonstrated the resilience that is needed by skaters and what lessons you can take from figure skating into your life off the ice.
I produced the campaign across TV, social and digital. At its heart were three TV commercials, which were aired more than any spot in the sport's hundred-year history, a digital platform that drew fan messages in from social media and fed a curated selection live on the website and on the jumbotron during events. GetUp became a rallying cry, February 1st became National Get Up Day, and 75% of people who saw the campaign came away with a new understanding about the sport.
Client: U.S. Figure Skating
Role: Creative Producer/Project Director
Formats: TV, social, digital
Scope: 3 national TV spots · digital campaign, live activation
Result: most-aired spots in the sport's history · National Get Up Day (Feb 1) · 75% reframed skating as a sport
Role: Creative Producer/Project Director
Formats: TV, social, digital
Scope: 3 national TV spots · digital campaign, live activation
Result: most-aired spots in the sport's history · National Get Up Day (Feb 1) · 75% reframed skating as a sport
Director:Rob Chiu
Production company: Iconoclast
Executive Producer: Anna Smith
Produced via Tea & Water Pictures
Production company: Iconoclast
Executive Producer: Anna Smith
Produced via Tea & Water Pictures
