Sporting apparel innovator Russell Athletic® is debuting a new creative campaign by agency The Richards Group that kicks off with a TV commercial directed by Jeff Bednarz. The spot, “Style Points,” features real athletes and supports the launch of Russell Athletic’s moisture-wicking Dri-Power® line. The spot broke last night during the Little League World Series on ESPN and will air nationally throughout 2011.

“Style Points,” begins with the phrase, “Style points don’t show up in the box score,” and highlights the work, pride, blood and tears that shape an athlete. The imagery unfolds in lush detail with high-speed motion photography interwoven with 16 mm footage for a rich, organic quality and a nod to sporting provenance.

“We tapped athletes who truly push themselves to the extreme and then filmed them at intense levels of physical performance,” said Director Jeff Bednarz. “The combination of the Phantom and 16mm film made for a beautiful visual study of motion. We had a creative blueprint and then just waited for the magic moments to unfold.”

Client: Russell Athletic Spot Title: “Style Points” Break Date: 8/10/2010 Agency: The Richards Group Chief Creative Officer: Stan Richards Creative Directors: Rob Baker, Jimmy Bonner Art Director: David Ring Copywriter: Clint Carter Agency Producer: Sheri Cartwright Production Company: Directorz Director: Jeff Bednarz DP: Mark Thomas Editorial Company: CharlieUniformTango Editor: Jack Waldrip Music Company: Beacon Street Composers: Andrew Feltenstein and John Nau Producer - Adrea Lavezzoli. PRINCIPAL TALENT: Baseball: Joey Waldrip Stair Running: Meredith Ramsey X-Training: Travis Williams Running: Joe Perales Basketball: Charlie “CJ” Carter Basketball: Blake Davenport Football: Trevoy Lenear II

about the author

hypeworld Hype is a boutique communications agency that provides brand-strategic writing services to creative companies.