It’s not often you get to write a commercial for an elite professional athlete. So when EvoShield called, I jumped at the opportunity. EvoShield makes protective apparel that forms to the contours of your body using their patented Gel-2-Shell Technology. EvoShield’s Creative Director asked me to write a TV spot for Robert Griffin III or RG3, requesting it be written from the voice of his 50-year-old mother.
Turner Construction decided they wanted to develop and lead a conversation concerning innovation. They were interested in opening up a dialog with partners, encouraging them to ask tough questions. With a goal of innovation achieved together.
The brief was simple, “We want to give away ribbons to Olympic athletes inside the Olympic Village that have well wishes and wishes of cheers. We want you to create an installation that would embody this concept.” After wrestling with multiple ideas, we landed on the piece of art you see to the left. The hockey player is made of ribbons representing the embodiment of all the cheers and well wishes, creating a figure that shows the athletes are not alone in competition—that they in fact have a nation behind them.