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Droga5 & IMG Academy Celebrate the Next Generation of Athletes in Motivational New Spot

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World-renowned sport training academy launches new campaign to attract more student athletes

Droga5 & IMG Academy Celebrate the Next Generation of Athletes in Motivational New Spot

IMG Academy, a world-renowned boarding school and sport training destination in Bradenton, Florida, is launching a new brand campaign under the banner, 'Tomorrow is Ours.' The campaign, created by Droga5, aims to increase awareness of the Academy and attract more student athletes. 

'Tomorrow is Ours' focuses on the students enrolled at the IMG Academy - the next generation of leaders both on the field and off - showing their commitment day in and day out to becoming the greatest individuals they can be. The campaign was inspired by the insight that IMG Academy students idolised not just the best athletes in the world, but also the athletes who had overcome obstacles and were known for their grit and hard work. Contrary to the narrative we so often hear in the media about this generation, these young athletes are the opposite of entitled, lazy kids who don't want to work hard. The campaign is intended to show that this generation values and idolises those who put in the extra work and are self-motivated.

Ultimately, the campaign shows the pride and serenity that comes with being the last one in the gym and only one never satisfied. Tomorrow is theirs.

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Advertiser: IMG Academy

Post Production / VFX

Post Production Company: Significant Others

Producer: Alek Rost

Visual Effects Artist: Betty Cameron, Dirk Greene

Creative Agency

Art Director: Joel Francke

Chief Creation Officer: Sally­Ann Dale

Chief Creative Officer: Ted Royer

Copywriter: Lincoln Boehm

Creative Agency: Droga5 NY

Creative Chairman: David Droga

Executive Creative Director: Duncan Marshall

Global Chief Strategy Officer: Jonny Bauer

Group Strategy Director: Aaron Wiggan

Head of Broadcast: (Production) Ben Davies

Project Director: (Global Alliance) Nick Phelps

Senior Producer: (Broadcast) Anders Hedberg

Strategist: (Sr) Ben Brown

Strategy: (Sr Comms) Hillary Heath

Production Company

Director: Miles Jay

DOP: Steven Annis

Executive Producer: Drew Santarsiero

Head of Production: Andrew Colon

Producer: Patti Getker

Production Company: Smuggler

Production Designer: Jason Hougaard

Partner: Patrick Milling Smith, Brian Carmody


Composer: Rob Simonsen

Sound Mix: T. Terressa Tate @ Significant Others


Edit Assistant: Chris Rizzo

Edit Company: Final Cut

Editor: JD Smyth

Executive Producer: Sarah Roebuck

Head of Production: Jen Sienkwicz

Genres: People, Storytelling, Dialogue

Categories: Education, Corporate, Social and PSAs

Droga5 New York, Tue, 29 Mar 2016 15:26:17 GMT