Bringing a brand refresh to life for a beloved PNW ball manufacturer.
[BRAND CAMPAIGN MESSAGING]
CHALLENGE: Baden provides a better ball at a better price than the top market leaders — but their outdated site, brand, and messaging didn’t reflect the quality of their product.
SOLUTION: By declining to pay out for big-name athlete endorsements or bid for costly league association rights and “Official Ball” status, Baden is able to provide a fundamentally better ball at a fundamentally better price. Traveling with a talented production crew from Common Thread Collective, I helped produce a series of brand, campaign and docustyle video pieces that helped reposition Baden as the “Official Ball of You.”
[THE OFFICIAL BALL OF YOU | BRAND VIDEO]
A shortform cut focusing on Baden’s why: that every athlete has the fundamental right to play.
[TREATMENT] Fueled by the purpose to empower athletes, coaches, and parents, this piece has a cinéma vérité approach that bleeds authenticity and sweats quality. We traveled across the U.S. to diverse courts, gyms, fields, and streets where Baden athletes play. Our journey also connects the viewer to the process and people behind the manufacturing of quality Baden products in the Dominican Republic.
[BRANDON ROY | CAMPAIGN VIDEO]
A longform cut featuring retired NBA All-Star, Rookie of the Year, and Garfield High School Basketball Coach, Brandon Roy.
[TREATMENT] The basketball community at Garfield High School in Seattle, WA helped Brandon Roy accomplish what most high school basketball players can only dream of; he was NBA Rookie of the Year in 2007 and a 3-time All-Star during his 6-year career with the Portland Trailblazers and later the Minnesota Timberwolves.
In 2017, Roy returned to Garfield High School to give back to the community that gave him so much and to lead his team to the elusive Washington State Championship he was never able to win during his playing days.
[COURTNEY THOMPSON | CAMPAIGN VIDEO]
A longform cut featuring U.S. Olympic Volleyball superstar, Courtney Thompson.
[TREATMENT] Pacific Northwest native Courtney Thompson medaled as a member of the US Olympic Volleyball Team at both the 2012 London Games and 2016 Rio Games. After achieving incredible success at the highest levels of her sport, Courtney realized she could do so much more off the court.
Courtney and her Olympic teammates founded the Give it Back Foundation in 2015 to empower young athletes and to raise money for charity. Their volleyball camps teach volleyball and life skills while raising money for a variety of charities.
[BARB BERRY | CAMPAIGN VIDEO]
A longform cut featuring Barbara Berry, founder of The Way to Win basketball club program.
[TREATMENT] Barbara founded The Way to Win in 1999 to support the development of Pacific Northwest based youth basketball athletes. Now in it’s 19th season, her program stands alone in its unique emphasis on essential off-the-court development in academics, community service, and leadership to develop well-rounded players that will find success both on and off the court.
Barbara’s unique and heartfelt approach to coaching sets her apart in today’s world of high-pressure youth sports. To her, winning isn’t the end goal, it’s teaching her students how to be successful in all aspects of life, winning basketball games is the added bonus.
Agency of Record + Brand Book: Common Thread Collective
Editing: Alessandro Rodrigues / Forrest Brownell
DP: Leo Angeli