Agency: Sandwick Media
Client: New York Road Runners, Inc
Oh, mornings. Some are easier than others. But after months of personal-goal setting, monk-like habits, and full-body soreness, the waking up process is just a small obstacle for runners of The ING New York City Marathon.
NYC and London-based VFX studio Absolute captures the big day, its star athletes and their devoted followers-from volunteers, to cheerleader parents, to youthful, party-spectators-- in this narrative-driven, direct-to-client campaign for New York Road Runners via Sandwick Media. .
‘Party’ presents just one other way to participate in the marathon: An all-out, indoor celebration with friends.
As the spot opens on the same dedicated marathoner's pre-marathon ritual, a youngster sluggishly wakes up in bed and moves to the kitchen, where he starts prepping finger foods for his afternoon apartment gathering.
His buddies arrive in high spirits, ready to cheer on the runners from the couch with a cold beer in hand.