X Games: Original Works Of Sport
Our mission was to expand the X Games appeal without going mainstream or diminishing the brand's core values. Our strategy– to elevate the meaning of “X” from extreme to expression in the eyes of the casual fan and the enthusiast– led us to create the The Original Works of Sport platform. Built on the the idea of expression through sport, we interviewed athletes and then translated their stories into unique pieces of art and vignettes that highlighted their style and expression.
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Both on the Web site and in the TV spots, using actual footage of the athletes in action that gets doctored with animation that samples everything from Japanese anime to video game graphics, to tattoo art, to illustrate the work is doubly smart. The tone is perfect.
– Adweek
