Image 1 from Saucony
"What is Strong?" :60
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Image 2 from Saucony
"What is Strong?" :60
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Image 3 from Saucony
"What is Strong?" :60
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Image 4 from Saucony
"What is Strong?" :60
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Image 5 from Saucony
"What is Strong?" :60
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Image 6 from Saucony
"What is Strong?" :60
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Marin Headlands location image 1
(Image courtesy of Libby DeLana)
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Marin Headlands location image 3
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Mechanica Unveils "Find Your Strong(TM)" Multi-Media Global Brand Campaign for Saucony(R);
Shilo's Andre Stringer Directs Brand's First-Ever Television Spot
NEWBURYPORT, MA and NEW YORK - (Apr. 27, 2011) - The principals of brand development firm Mechanica, LLC are very proud to announce the launch of their newest campaign for Saucony, Inc., a leading global supplier of performance athletic footwear and apparel. The visually driven "Find Your Strong" campaign conceived by Mechanica founding partner and creative director Libby DeLana, Mechanica creative director Ted Jendrysik and their colleagues features print and online executions, retail and event-marketing components, as well as the brand's first-ever television spot, which was directed by Andre Stringer from U.S. creative production company Shilo. Along with the print the other multi-media elements featuring images from famed sports photographer John Huet, the :60 TV spot debuts tonight on ESPN, and it will continue airing on CBS College, ESPN, ESPN2, Fox Sports, NBC Sports and Versus over the next five weeks.
"The Saucony concept of 'Strong' is unique and somewhat intangible," DeLana began. "It's a sense of what the human soul is... it's the runner, but also the environments explored. It's more who you are than what you do. In essence, the struggle is what reveals 'Strong,' and those human experiences are what we set out to distill and showcase in this campaign."
"This new campaign continues to amplify our brand mission to inspire runners every day," said Chris Lindner, chief marketing officer for Saucony. "As we confidently emerge as a global athletic brand, we too are finding our 'strong.' Our first national television spot marks a pivotal point for Saucony, signaling a continued expansion of our marketing efforts to further drive brand awareness. Together with our partners at Mechanica, we had extremely high ambitions for every aspect of this significant spot, and the passion and craftsmanship of Andre Stringer and everyone at Shilo has truly exceeded our expectations."
As evidenced in his breakthrough work for Guinness, Under Armour and EA Active, Andre Stringer is rapidly emerging as a leading director for powerful visual storytelling capturing authentic performances from world-class athletes and talents. By his own admission, after reading the agency's script for this project, he was hooked.
"I instantly saw that our primary challenge for this project was creating an undeniable expression of the simple sentiment, 'What is Strong?' To achieve that," Stringer explained, "I proposed a shooting approach that would allow us to find the embodiment of strong. To get truly real and emotive performances, I believe in pushing athletes -- and every project collaborator -- to their height of performance. In this case, we feel the finished result reflects total dedication from all the talents involved, both on-camera and behind the scenes."
Stringer once again teamed up with director of photography Max Goldman for this project. On various locations in California's Marin Headlands, the Saucony, Mechanica and Shilo executives and production crew filmed many of the same premier athletes who appear in the agency's campaign print ads. Footage was captured on Kodak 35mm and 16mm color negative films using two ARRI 235 and one Aaton A Minima camera packages, the Revolution Steadicam and a custom camera car. Footage was transferred and color-graded by Tom Poole of Company 3 in New York. Editorial credit goes to Cassidy Gearhart, and the spot was finished in HD at Shilo's New York studio.
The spot's original music is courtesy of Darrin Wiener. Additional project credits are available upon request.
For more information on Saucony and this campaign, please visit www.saucony.com/strong.
About Mechanica
Mechanica, www.mechanicausa.com, a seven-year old Newburyport, Massachusetts-based firm, employs twenty strategists, creative directors and brand directors pioneering a new approach to creating compelling, profitable brand experiences. Mechanica's model removes the barriers between product, organization, and brand development efforts by integrating deep strategic engagements with creative ideas and network-based collaboration. This results in an unprecedented level of strategic relevancy, creative flexibility and resultant business growth. Current and recent Mechanica clients include: Global Pari-Mutuel Services, Saucony, Fallon Community Health Plan, Communispace, Kronos, PTC, Abt Associates, Symantec, the U.S. State Department, and Irving Oil.
About Shilo
Shilo is an Emmy
Award-winning creative production company representing a group of filmmakers
led by directors Jose Gomez and Andre Stringer. Internationally known
for creating original and commissioned work that is powerful, provocative
and visually extraordinary, Shilo's deeply held passions for design-infused
storytelling and their innovative applications of live-action, design,
and animation techniques deliver breakthrough experiences for screens large
and small. From its studios in New York and La Jolla, California,
where recent projects have spanned short films, commercials and music videos,
Shilo has the capacity and experience to originate ideas and handle all
aspects of production. Shilo published its first book, We Make It
Good, in 2007, and also curates the site www.WeMakeItGood.com. For more information, or to request a reel, please contact Arthur Portnoy at +1.212.219.4700, or visit Shilo online at www.Shilo.tv. #
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"What is Strong?" :60 on Vimeo.
Marin Headlands location image 4
(Image courtesy of Libby DeLana)
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Marin Headlands location image 5
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Marin Headlands location image 6
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Marin Headlands location image 7
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Marin Headlands location image 8
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Marin Headlands location image 9
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Marin Headlands location image 11
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Marin Headlands location image 12
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