Ambidextrous
Ambidextrous
Ambidextrous

Ambidextrous

Motion Theory, Venice, California, 2009

Description

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. “Ambidextrous” features student athletes showing off an impossible ambidexterity, simultaneously doing both a sport and a career with different halves of their bodies. The spot features a combination of live-action footage (filmed by cinematographer Jeff Cronenweth) and high-end visual effects completed by Motion Theory. Y&R’s 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.

Juror Notes

Ambidextrous offers a clever, visual conceit, well executed and with well-balanced timing to get its point across.

Collections: AIGA 365: 31 (2010)
Discipline: Promotional design and advertising
Format: Advertisement
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