THE MOVEMENT PROJECTThe Movement Project is a multi-part series proﬁling a diversegroup of elite old-age athletes, each with their own personalstories of overcoming great challenges and proving thatgrowing old doesn’t have to mean slowing down.Exquisitely photographed in bold black and white, eachepisode introduces us to a diﬀerent extraordinary seniorathlete and shows not only their dedication to their sport, buttheir passion for living life to the fullest.The movement of each sport is expressed in the evocativesingle-word titles of the individual episodes: “leap”, “soar ”,“glide”, “reach”, “surf ”, “bounce”, “swing”, etc.By telling universal inspirational stories of the triumph of thehuman spirit, THE MOVEMENT PROJECT is premium contentwith a broad appeal.
OPPORTUNITYSponsorship of THE MOVEMENT PROJECT will connect yourbrand directly with a huge, uniquely targeted, highly-engagedaudience.THE MOVEMENT PROJECT oﬀers your brand association witha visually-stunning groundbreaking series built around positivemessaging and the universal themes of determinationovercoming adversity.Timed to coincide with the 2012 Summer Olympics in London,we have the unique opportunity to connect your brand withthe projected 4.7 billion person media audience through cross-media promotion of our content.
AUDIENCE M/W 55+THE MOVEMENT PROJECT oﬀers your brand the opportunityto 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 alot of disposable income.HOW THEY LIVE: Though they maintain a healthful lifestyle,they still have weight issues and problems with diabetes andhigh cholesterol.HOW THEY THINK: Members of this group view themselves as15 years younger than they are. The feel their lifestyle deﬁnesthem as people. They are interested in improving the processof aging but concerned about loss of youth.
UNDERSTANDING THE “ALPHA BOOMERS”The so-called "alpha boomers" in the 55 to 64 segmentaccount for about $1.8 trillion in spending power and eachyear about 4 million people join this demo.Alpha boomers consume enormous amounts of informationand tend to want to see people who look like them doing thethings they aspire to do or are doing.The alpha boomer generation is highly connected online andin social forums. As a whole theyre just as excited abouttechnology, cable, broadband and new gadgets as youngerdemos are.They are contributing greatly to the growth of Facebook andother social platforms. Nielsen found that 75% of those 55+are online and watching TV simultaneously.
THE ATHLETES *subject to changeSPENCER 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
REACHTHE MOVEMENT PROECT will utilize the latest technology intargeted distribution to reach the most engaged relevantaudience for your brand. STEP 1: FACEBOOK APP STEP 2: CUSTOM FLITE AD UNIT STEP 3: TARGETED DISTRIBUTION STEP 4: COMPLETE ANALYTICS
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
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
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
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
STEP 3: TARGETED DISTRIBUTION • Ad unit will run across a targeted network of sites for added reach and scale
STEP 4: COMPLETE ANALYTICS • Complete analytics from all elements will be provided at the completion of the campaign
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.
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
THE CREATIVE TEAMOur team has been responsible for creating some ofthe most engaging high-quality original online videocontent and generated millions and millions of uniqueviews for major international brands like IKEA, HP,Hyundai, Sony, Lexus, McDonalds and others.At the core of what we do is promote and integratebrands into unique high-quality premium videocontent without sacriﬁcing authenticity. In short, weproduce compelling content people want to watch.
ELLIOTT LESTER Director / ProducerElliott Lester is an award-winning multi-disciplinarydirector with a love for advertising. He shines as acomedic storyteller and is well known for his action-oriented projects across all mediums.Most recently Elliott completed branded content for NOSEnergy Drink and the international hit ﬁlm “Blitz” fromLionsgate staring Jason Statham. He can tell a story in 30seconds, 2 minutes, or 2 hours. This is a rare attribute inadvertising, but no doubt a valuable one as our industrytravels at a rapid rate beyond what is consideredtraditional.Elliott has done work for major brands includingMcDonalds, Lexus, and Sony. He has taken home Clios,Telly Awards, and Cannes Lions for his work.
KYLE LA BRACHE Director / ProducerKyle La Brache is an award-winning ﬁlmmaker and brandedentertainment producer who has created numeroussuccessful series for brands and agencies such as IKEA,Hyundai, HP, American Express, USA Today, Netﬂix, BBDO,Initiative, OMG, Break, and DECA, as well as viralmarketing content and image pieces for EMI, MGM,Polygram, Capitol, Maverick, and Warner Bros Records.Kyle’s work has featured many celebrity and A-list talentincluding Keanu Reeves, Jane Lynch, William Shatner, HeidiKlum, Miley Cyrus, Jeﬀ Goldblum, Moby, Conan O’Brien, TimAllen, Illeana Douglas, Nick Cannon, Sarah Silverman, JeﬀGarlin, Barry Manilow, Bette Midler, Coldplay, Everclear,Megadeth, Robbie Williams, and many others.
FRANZ STAHL ComposerA former member of inﬂuential bands Foo Fighters,Scream, Wool, and Japanese Pop star Jun Onose, FranzStahl is an in-demand Hollywood composer currentlywriting and producing music for the commercial world.
DANIEL WINTER Still PhotographerDaniel Winter is a photographer and artist based in LosAngeles. His work has been published in GQ, Esquire, LosAngeles Magazine, XXL Magazine, and People. He hasphotographed many fashion, music, and entertainmentindustry luminaries.