3. THE MOVEMENT PROJECT
The Movement Project is a multi-part series profiling a diverse
group of elite old-age athletes, each with their own personal
stories of overcoming great challenges and proving that
growing old doesn’t have to mean slowing down.
Exquisitely photographed in bold black and white, each
episode introduces us to a different extraordinary senior
athlete and shows not only their dedication to their sport, but
their passion for living life to the fullest.
The movement of each sport is expressed in the evocative
single-word titles of the individual episodes: “leap”, “soar ”,
“glide”, “reach”, “surf ”, “bounce”, “swing”, etc.
By telling universal inspirational stories of the triumph of the
human spirit, THE MOVEMENT PROJECT is premium content
with a broad appeal.
5. OPPORTUNITY
Sponsorship of THE MOVEMENT PROJECT will connect your
brand directly with a huge, uniquely targeted, highly-engaged
audience.
THE MOVEMENT PROJECT offers your brand association with
a visually-stunning groundbreaking series built around positive
messaging and the universal themes of determination
overcoming adversity.
Timed to coincide with the 2012 Summer Olympics in London,
we have the unique opportunity to connect your brand with
the projected 4.7 billion person media audience through cross-
media promotion of our content.
7. AUDIENCE
M/W 55+
THE MOVEMENT PROJECT offers your brand the opportunity
to leverage the fastest growing social media demographic
(seniors aged 55+) to support your brand and products.
WHO THEY ARE: Over 80 million Americans are over 55.
Having lived through a mainly booming economy, they have a
lot of disposable income.
HOW THEY LIVE: Though they maintain a healthful lifestyle,
they still have weight issues and problems with diabetes and
high cholesterol.
HOW THEY THINK: Members of this group view themselves as
15 years younger than they are. The feel their lifestyle defines
them as people. They are interested in improving the process
of aging but concerned about loss of youth.
8. UNDERSTANDING THE
“ALPHA BOOMERS”
The so-called "alpha boomers" in the 55 to 64 segment
account for about $1.8 trillion in spending power and each
year about 4 million people join this demo.
Alpha boomers consume enormous amounts of information
and tend to want to see people who look like them doing the
things they aspire to do or are doing.
The alpha boomer generation is highly connected online and
in social forums. As a whole they're just as excited about
technology, cable, broadband and new gadgets as younger
demos are.
They are contributing greatly to the growth of Facebook and
other social platforms. Nielsen found that 75% of those 55+
are online and watching TV simultaneously.
10. THE ATHLETES
*subject to change
SPENCER LEHMAN MADONNA BUDER MICHAEL KELLY JANE HESSELGUES
Age: 75 Age: 81 Age: 72 Age: 75
Pole Vaulter Triathlete Surfer Body Builder
LILLIAN WEBB MARIAN ANDERSON FAUJA SINGH MARGARET HINTON
Age: 96 Age: 74 Age: 100 Age: 89
Long Jumper Skier Marathon Runner Shotputter
11. REACH
THE MOVEMENT PROECT will utilize the latest technology in
targeted distribution to reach the most engaged relevant
audience for your brand.
STEP 1: FACEBOOK APP
STEP 2: CUSTOM FLITE AD UNIT
STEP 3: TARGETED DISTRIBUTION
STEP 4: COMPLETE ANALYTICS
12. STEP 1: FACEBOOK APP
• Video featured in Facebook App
• Users will have the ability to watch, share, comment
• Branding will be available within the app, as well as
links to sponsor sites or other brand-focused
destinations
13. CONCEPT 1: SHARE YOUR STORY
• App that features MOVEMENT
PROJECT “cause”, showing a
main video every week
• Encourages users to submit their
own stories via text and photos
(optional)
• Users can view the main video
story and other’s text/photo
stories and share with friends.
• All actions generate newsfeeds
and ticker actions that your
friends will see
14. CONCEPT 2: YOUR FAVORITE
• App that features all video
stories in a carousel
• After choosing a video story
from the carousel the user lands
on a page with the video and
user’s comments on that story
• You enter to win a prize by
writing a comment on your
favorite story
• This action generates a
newsfeed and ticker that your
friends will see
15. STEP 2: CUSTOM FLITE AD UNIT
• Video will be featured in a custom Flite Ad Unit
• Ad will expand to showcase full video series, with links
to Facebook page where users may comment and share
their own stories as well as link to sponsor sites
17. STEP 3: TARGETED DISTRIBUTION
• Ad unit will run across a targeted network of
sites for added reach and scale
18. STEP 4: COMPLETE ANALYTICS
• Complete analytics from all elements will be
provided at the completion of the campaign
19. MOBILE DEVICE DELIVERY
• Tablet and mobile-
compatible across
multiple channels
including iPad, iPhone,
and Android devices.
• Device-compatible
formats will detect
when users are
accessing our content
on a device that does
not support Flash, and
will serve an HTML5
version of the ad unit
instead.
20. ADDITIONAL BRANDING
OPPORTUNITIES
• Custom Brand Pre-Roll featuring THE MOVEMENT PROJECT
athletes
• Custom Brand Skin on video player
• Brand messaging built into Facebook App
• Unique QR code linking to brand promotions
22. THE CREATIVE TEAM
Our team has been responsible for creating some of
the most engaging high-quality original online video
content and generated millions and millions of unique
views for major international brands like IKEA, HP,
Hyundai, Sony, Lexus, McDonalds and others.
At the core of what we do is promote and integrate
brands into unique high-quality premium video
content without sacrificing authenticity. In short, we
produce compelling content people want to watch.
23. ELLIOTT LESTER
Director / Producer
Elliott Lester is an award-winning multi-disciplinary
director with a love for advertising. He shines as a
comedic storyteller and is well known for his action-
oriented projects across all mediums.
Most recently Elliott completed branded content for NOS
Energy Drink and the international hit film “Blitz” from
Lionsgate staring Jason Statham. He can tell a story in 30
seconds, 2 minutes, or 2 hours. This is a rare attribute in
advertising, but no doubt a valuable one as our industry
travels at a rapid rate beyond what is considered
traditional.
Elliott has done work for major brands including
McDonalds, Lexus, and Sony. He has taken home Clios,
Telly Awards, and Cannes Lions for his work.
24. KYLE LA BRACHE
Director / Producer
Kyle La Brache is an award-winning filmmaker and branded
entertainment producer who has created numerous
successful series for brands and agencies such as IKEA,
Hyundai, HP, American Express, USA Today, Netflix, BBDO,
Initiative, OMG, Break, and DECA, as well as viral
marketing content and image pieces for EMI, MGM,
Polygram, Capitol, Maverick, and Warner Bros Records.
Kyle’s work has featured many celebrity and A-list talent
including Keanu Reeves, Jane Lynch, William Shatner, Heidi
Klum, Miley Cyrus, Jeff Goldblum, Moby, Conan O’Brien, Tim
Allen, Illeana Douglas, Nick Cannon, Sarah Silverman, Jeff
Garlin, Barry Manilow, Bette Midler, Coldplay, Everclear,
Megadeth, Robbie Williams, and many others.
25. FRANZ STAHL
Composer
A former member of influential bands Foo Fighters,
Scream, Wool, and Japanese Pop star Jun Onose, Franz
Stahl is an in-demand Hollywood composer currently
writing and producing music for the commercial world.
26. DANIEL WINTER
Still Photographer
Daniel Winter is a photographer and artist based in Los
Angeles. His work has been published in GQ, Esquire, Los
Angeles Magazine, XXL Magazine, and People. He has
photographed many fashion, music, and entertainment
industry luminaries.
