Shilo's Stringer Directs First-Ever Television Spot for Saucony
April 28, 2011 by Screenmag
Brand development film Mechanica, in collaboration with Director Andre Stringer of Shilo, are proud to announce the launch of their newest campaign for Saucony, Inc. The visually driven "Find Your Strong" campaign conceived by Mechanica founding partner and creative director Libby DeLana, creative director Ted Jendrysik and their colleagues features print and online executions, retail and event-marketing components, as well as the brand's first-ever television spot.
"The Saucony concept of 'Strong' is unique and somewhat intangible," DeLana began. "It's a sense of what the human soul is... it's the runner, but also the environments explored. It's more who you are than what you do. In essence, the struggle is what reveals 'Strong,' and those human experiences are what we set out to distill and showcase in this campaign."
"I instantly saw that our primary challenge for this project was creating an undeniable expression of the simple sentiment, 'What is Strong?' To achieve that," Stringer explained, "I proposed a shooting approach that would allow us to find the embodiment of strong. To get truly real and emotive performances, I believe in pushing athletes -- and every project collaborator -- to their height of performance. In this case, we feel the finished result reflects total dedication from all the talents involved, both on-camera and behind the scenes."
"This new campaign continues to amplify our brand mission to inspire runners every day," said Chris Lindner, chief marketing officer for Saucony. "As we confidently emerge as a global athletic brand, we too are finding our 'strong.' Our first national television spot marks a pivotal point for Saucony, signaling a continued expansion of our marketing efforts to further drive brand awareness. Together with our partners at Mechanica, we had extremely high ambitions for every aspect of this significant spot, and the passion and craftsmanship of Andre Stringer and everyone at Shilo has truly exceeded our expectations."