USA PARALYMPICS
TV SPOT
NOW VIEWING
USA PARALYMPICS
CONFIDENCE
NOW VIEWING
USA PARALYMPICS
MOTIVATION
NOW VIEWING
USA PARALYMPICS
RESOLVE
NOW VIEWING
The U.S. Paralympics and the Department of Veterans Affairs combined forces to promote the importance of physical activity in the recovery of veterans with disabilities. With a solid decade of military experience to our name, Ignited was the perfect partner to help them spread this message. In turn, we enlisted Director Luc Schurgers and his incredible post-production team in Holland to help us bring the campaign to life.
The world consisted of 21 million physically disabled Americans, including an overwhelming number of military personnel injured during service. While participating in regular physical activity has an extremely positive effect on the lives of the disabled, it can be hard for them to muster up the motivation to start. The U.S. Paralympics wanted to encourage participation at affiliated local sports clubs through a traditional PSA advertising campaign. And in a space full of emotionally charged PSA marketing, we knew we needed something pretty spectacular to break through the clutter.
After interviewing dozens of Paralympic athletes, the fire, in this case, came from the insight that veterans with disabilities already have everything it takes to own their lives—they simply need to be reminded. We used a series of visually powerful metaphors to tell this story in an impactful and empowering way.
On top of the usual art director-copywriter-director-editor team, we assembled a veritable army of 3D artists, designers, producers, sound designers and motion graphics experts that spanned two continents to help bring our vision to life. The result? A spot so moving that it made our jaws drop the first – and tenth – time we saw it, and a series of powerful print ads that will be hard for anyone to ignore. It’s not very often that we get to work on a project that can literally change peoples’ lives, and we’re honored and proud to have been a part of it.
