IMG Academy is where the best pre-collegiate student athletes get better. In addition to being an elite high school, the academy offers winter and summer camps. Per client, their previous campaign leaned too much into the night hours/midnight oil. Too dark, too isolated. So I flipped the script towards the daily grind and grit that build champions, while never losing sight of each programs’ team nature. Those who camp here can compete anywhere. At the time, we shot every sport they offered. The campaign launched with a bang during the NBA Finals, surging site visitation up by 140% and leading to ~900 lead submissions in the first month. AdAge thought the work was pretty sharp, too.
160over90
CCO: Cory McCall
GCD: Gordon Weller
ACD: Walton Dale
Director: Johnny Andow
SVP, Production: Anderson Bradshaw
Producer: Jackie Nelms
Account: Joseph Martin
Strategist: Maggie Giuffrida
Editor: Alex Ayabe