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DSG Contenders

THE CONTENDERS

Dick's Sporting Goods developed “The Contenders,” a program for Olympic hopefuls, from favorites to long-shots, who needed flexible jobs to support their dreams. We executed a rapid-fire three day shoot with all the contenders at Lake Placid, and short film productions starring a sledge hockey forward from Pittsburgh named Dan McCoy, and a highly decorated goalie from Wisconsin named Alex Rigsby. Combining these assets with a bold motion graphic system, we created an inclusive social-first campaign that provided relevant content throughout the Games and Paralympics. Per DSG’s brief, this content explained the Contenders program clearly, emphasizing that the hopefuls worked in DSG stores.

CLIENT: Dick's Sporting Goods
ROLE: Creative & Art Direction
STUDIO: Doubleday & Cartwright
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