Project brief: The purpose of the project was to attract males ages 12–24 to a new Thursday night male-oriented programming block featuring a sports-competition show, Ultimate Parkour Challenge. Our biggest challenge in promoting this show was that Parkour is a relatively new sport with unknown athletes. How do you get viewers excited about watching a sport they know nothing about featuring athletes they’ve never heard of?

Approach: The plan was to make Parkour and the athletes that participated in the sport seem action packed and larger than life, and to promote the competition aspect of the show. We accomplished this by creating one insane obstacle course (including 60-foot roof jumps, scaling the sides of buildings, etc.) that morphed, via digital effects, as competitors traversed it.

Effectiveness: This spot was considered a success because it brought the male 12–24 demo back to the channel not just for one show but also for the entire Thursday night block.

Transitions are great. Excellent production values. Really sold the show.