To promote the launch of their new app, ESPN CreativeWorks and Big Block teamed up for a TV campaign featuring four unique creatives airing 4/12 on ESPN (same day as streaming service ESPN+). The spots highlight atypical sports fans, appealing to a wider demographic
“Big Block worked with a tight timeline, tasked with creating four spots in two days with just one week to prepare. Because actors would be reacting to a digital element that wouldn’t exist until post-production, every action and shot had to be meticulously designed and matched beforehand,” notes Big Block Director Cody Stokes. He adds, “Big Block’s Design/Animation team’s mission was to bring “Appy” to life, as well as incorporate the design of the updated UI to match the composition and storytelling of each spot, displaying the abundance of exclusive material that the app offers and designing the UI to show off specific pieces of content that would relate to each actor’s spot.”
“By expanding the world of "Appy" and friends, it allowed us to augment our approach not only with the shooting style but with the tone. With new characters and scenes we had an opportunity to be bolder with our messaging, bringing the humor to the forefront while still creating nuanced moments between our cast and "Appy". This allows the final pieces to offer a more approachable presentation of all the app has to offer, and can appeal to all levels of sports fans, especially those who may have not previously considered downloading a sports app.”
“Big Block worked with a tight timeline, tasked with creating four spots in two days with just one week to prepare. Because actors would be reacting to a digital element that wouldn’t exist until post-production, every action and shot had to be meticulously designed and matched beforehand,” notes Big Block Director Cody Stokes. He adds, “Big Block’s Design/Animation team’s mission was to bring “Appy” to life, as well as incorporate the design of the updated UI to match the composition and storytelling of each spot, displaying the abundance of exclusive material that the app offers and designing the UI to show off specific pieces of content that would relate to each actor’s spot.”
“By expanding the world of "Appy" and friends, it allowed us to augment our approach not only with the shooting style but with the tone. With new characters and scenes we had an opportunity to be bolder with our messaging, bringing the humor to the forefront while still creating nuanced moments between our cast and "Appy". This allows the final pieces to offer a more approachable presentation of all the app has to offer, and can appeal to all levels of sports fans, especially those who may have not previously considered downloading a sports app.”