NCAA ‘Ambidextrous’
YOUNG & RUBICAM SF
Student-Athletes Go Pro
Motion Theory’s Grady Hall brings the best of athletics and academics together in a visually stunning campaign for the NCAA.
Most NCAA student athletes end up having careers in something other than sports. Motion Theory director Grady Hall teamed with Y&R San Francisco to dramatically illustrate this fact in a two-spot campaign launched during March Madness. The first spot, “Beyond the Boundaries,” shows athletes transform instantly into their professional careers as soon as they step outside the lines of their sports. “Ambidextrous” features student-athletes showing off an impossible ambidexterity, simultaneously doing both a sport and a career with different halves of their body. Both spots feature a combination of live-action footage (filmed by cinematographer Jeff Cronenweth) and high-end visual effects completed by Motion Theory. Y&R ECD Scott Larson says, “We asked Grady Hall and his team at Motion Theory to realize the impossible and they not only accomplished our challenge, they exceeded it with jaw-dropping, grab-you-by-the-eyeballs visuals that we can’t wait to see throughout March Madness.” Motion Theory Art Director Rob Resella and Visual Effects Supervisor Bryan Godwin led the design and visual effects efforts, while Danny Yoon supervised the compositing for the PSA campaign.