Radley Looks Toward Sochi with Hilton Olympic Campaign
As some of the greatest athletes in the world slip, slide and glide their way toward gold in Sochi, Radley is celebrating the Winter Olympics with four inspiring mini-documentaries for Hilton’s Honors program. The studio followed four top Olympic and Paralympic hopefuls – Figure Skater Ashley Wagner, Speed Skater Patrick Meek, Hockey Player Meghan Agosto-Marciano and Ski Racer Alana Nichols – on their mission to compete in the games. Radley was responsible for shooting, editing, design and animation for broadcast, digital, in-room, social, print and PR elements of the Be A Weekender campaign.
“Nobody captures the emotion and the beauty of an athlete’s Olympic story like the guys at Radley,” states Davie Brown Entertainment VP of Branded Content, Marc Gilbar. “From riveting interviews to gorgeous competition footage – they can do it all.”
The videos provide an energizing look at the forever-on-the-move lifestyles of Olympic hopefuls. “Weekend By Ashley” starring U.S. skater Ashley Wagner is characteristic of the campaign, tracking her far-flung travels with a montage showing her training, traversing dizzying cities and relaxing at a Hilton. The spots were shot both with a heightened documentary style and at high frame rates, slowed to spotlight the most important moments for each athlete. The storytelling juxtaposes the raw, cold reality of Winter Olympics training with the warm, golden-lit hue that the event brings to the world every four years.
To produce the videos, Radley immersed themselves in the lives of the four athletes, enduring 3 a.m. wakeup calls to capture sunrise workout sessions and accommodating the frantic Olympic training schedule so as not to disrupt the athletes’ focus. The short production schedule demanded detailed planning of every frame, including the production of photo boards for each location and story to keep members of the widely spread marketing team attuned to every moment of the process.
“We’re inspiration junkies at Radley, and it doesn’t get any better than the Olympics. It was truly an honor working with these athletes to tell their story.” states Radley CCO/ Director, Kurt Spenser. “Fitting into the lives of Olympic hopefuls in the middle of an Olympic year is not an easy task. Detailed planning with the Hilton team allowed us to stay on schedule for the athletes and to be spontaneous when opportunities presented themselves. We did not want to interrupt their training or their travel, so we had to tailor our production as much as we could while still staying on budget and on time. It was a great team effort and we are all very proud of the results.”
Campaign: Be A Weekender
Agencies: Publicis Kaplan Thaler, The Marketing Arm, Davie Brown Entertainment
Production and Post-Production: Radley Studios
Director: Kurt Spenser
Producer: Rachel North
Directors of Photography: Jac Fitzgerald, Jim Belkin
Editors: Joshua Morrisroe, Bill Sebastian
ECD Design/Animation: Antonio Cicarelli
Colorist: Gino Panaro
Radley is a full-service integrated content and marketing company based in Los Angeles, CA. Built on the promise of creating and delivering premium content across all platforms, Radley Studios believes that great storytelling provides solid ground to defy convention, whether in :30 second bursts or 90 minute rides. Through disruptive technology and passionate creative, Radley Studios is committed to delivering a client’s vision in the most engaging way. With an executive team that has directed and produced award-winning commercial and advertising campaigns, written and produced network dramas and feature films, and launched branded entertainment across all platforms, the team at Radley Studios have gathered together to play a key role in what’s next for the brands, people and stories we all believe in.