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Emotional New Film from Johnny Green Urges Parents and Kids to Outride ADHD

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Goodby Silverstein & Partners releases powerful film for the Specialized Foundation during Tour de France

Emotional New Film from Johnny Green Urges Parents and Kids to Outride ADHD

On stage 18 of the Tour de France, the Specialized Foundation will introduce 'Outride ADHD,' a campaign to create awareness about an alternative method to combat attention-deficit/hyperactivity disorder (ADHD). The campaign is aimed at educating parents, teachers and doctors about the benefits that cycling can bring to children coping with ADHD, which affects one out of nine children in the US. 

The Specialized Foundation is partnering with Stanford University to further research on the impact that cycling and physical activity have on ADHD symptoms for an upcoming study that will be released in August. A prior 2013 study, conducted by the Specialized Foundation and RTSG Neuroscience Consultants, proved that a single biking session significantly improved measures of executive attention—the ability to regulate our attention—in ADHD students.

“At Specialized we have always believed that cycling has the power to change lives,” said Mike Sinyard, founder and CEO of Specialized Bicycle Components. “Through our partnership with Stanford, we are furthering our research into the fact that when it comes to ADHD, a bike ride a day can have an incredibly positive impact on kids’ lives.”

San Francisco advertising agency Goodby Silverstein & Partners (GS&P) developed the campaign and the technology that allows bicyclists to control the speed of animated wild animals projected onto a wall—the faster the bike goes, the faster the animals run. The agency, whose co-founder Rich Silverstein is an avid cyclist, collaborated with British director Johnny Green to bring the concept to life. Both Silverstein and Green live with ADHD.

“I learned so much about my own ADHD through the process of crafting this film. During development and shooting, I felt the same freedom as the kids on bikes did,” said Green.

GS&P and Green developed the spot and shot it with real kids with ADHD. The kids were cast at bike shops and skate parks with the help of the Mexico-based production company Tonic Films. The kids featured in the film are shown struggling to focus before they ride their bikes in the dark, at night. As they pedal more, they become more focused while animations of wild animals running free are projected alongside them. Throughout the film, we hear a voice describing how it feels to live with ADHD, part of a real interview. 

“This is a powerful film for a very important cause, and we wanted everything about it to be honest. Real riders with ADHD and real words about it,” said Roger Baran, creative director at GS&P.

When viewers finish watching the film, the hope is that they will share information about the Specialized Foundation and the ability to use cycling to manage symptoms of ADHD.

“For a kid with ADHD, the ability to focus is liberating. And there’s nothing more powerful to express that feeling than wild animals running free,” said Sam Luchini, creative director at GS&P.  

“Outride ADHD” will continue to run throughout the summer. The effort is part of the Specialized Foundation’s program Ride for Focus, which promotes the use of cycling as a tool through which children can achieve academic and social success at public schools across the country. The Ride for Focus program has pledged to bring the program to 200 institutions by 2020.

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Post Production / VFX

Colourist: Sofie Borup @ Company 3

Designer: Greg Park, Sasha Vinogradova, Patrick Kipper 

Post Production Company: The Mill LA

Producer: Alexandra Lubrano

Senior Producer: Erin Hicke

VFX Supervisor: Tim Rudgard, Felix Urquiza

Production Company

DOP: Michael Gioulakis

Executive Producer: Susan Neill

Production Company: Tonic Films

Production Designer: Monica Bidault

Line Producer: Arturo Arroyo

Music

Executive Producer: Susie Boyajan

Mix: Rohan Young @ Lime

Offline

Edit Assistant: Keith Hamm, Ellie McNaughtan 

Edit Company: Work Editorial

Editor: Neil Smith

Executive Producer: Marlo Baird

Producer: Brandee Probasco

Creative Agency

Account Management: Evan Rowley

Agency Manager: (Assist) Chris Brandus

Art Director: Nando Sperb

Brand Strategist: Madison Cameron

Business Affairs Manager: Heidi Killeen

Chairman: Rich Silverstein

Copywriter: Caroline Cappelli

Creative Agency: Goodby Silverstein & Partners

Director of Communications Strategy: Meredith Vellines

Director of Production: Tod Puckett

Executive Producer: Benton Roman

Founder: Mike Sinyard

Group Account Directors: Michael Crain

Senior Strategist: Caitlin Neelon

Strategy Director: James Thorpe

Client

Advertiser: The Specialized Foundation

Genres: People, Storytelling, Dialogue

Categories: Charity, Corporate, Social and PSAs

lbbonline.com, Thu, 20 Jul 2017 10:56:21 GMT