Category: Public Interest, NGO
Media: Film
Brand: The Specialized Foundation
Agency: Goodby Silverstein & Partners
Geo: United States
Advertising Agency: Goodby Silverstein & Partners, California, USA
Chief Executive Officer, Founder: Mike Sinyard
Creative Director: Chad Hilton
Global Marketing & Integrated Technologies: Mark Cote
Co-Chairman: Rich Silverstein
Art Director: Nando Sperb
Copywriter: Caroline Cappelli
Director of Production: Tod Puckett
Executive Producer: Benton Roman
Group Account Director: Michael Crain
Account Manager: Evan Rowley
Assistant Account Manager: Chris Brandus
Deputy Director of Brand Strategy: James Thorpe
Director of Communications: Meredith Vellines
Senior Communication Strategist: Caitlin Neelon
Junior Brand Strategist: Madison Cameron
Director of Business Affairs: Judy Ybarra
Senior Business Affairs Manager: Heidi Killeen
Production Company: Tonic Films
Director: Johnny Green
Executive Producer: Susan Neill
Line Producer: Arturo Arroyo
DOP: Michael Gioulakis
Production Designer: Monica Bidault
Editorial Company: Work Editorial
Editor: Neil Smith
Cutting Assistants: Keith Hamm, Ellie McNaughtan
Executive Producer: Marlo Baird
Producer: Brandee Probasco
Color: Company 3
Colorist: Sofie Borup
Color Producer: Alexandra Lubrano
VFX: The Mill / LA
VFX Supervisor / 2D Lead Artist: Tim Rudgard
VFX Supervisor / 3D Lead Artist: Felix Urquiza
2D Artists: Ashley Forbito, Jake Albers, Jeff Langlois, Brett Lopinksy, Matthew Dobrez, Becky Porter, Bill Higgins, John Shirley
3D Lighting Lead: Tom Graham
3D Artists: Juan Zavala, Juan Salazar, Katie Yoon, Daniel Soo, Jacob Bergman, Katie Yancie, Nole Murphy, Mathew Longwell, Bridget Warrington
Design: Greg Park, Sasha Vinogradova, Patrick Kipper
Senior Producer: Erin Hicke
Producer: Sumer Zuberi
Production Coordinator: Sardor Kaziyev
Art Support: Bradley Rhone, Gary Marschka
Original Music / Sound Design: Q Department
Mix: Lime
Mixer: Rohan Young
Executive Producer: Susie Boyajan
Published: July 2017
Synopsis:
MORGAN HILL, CA (July 20, 2017)—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.
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.
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.
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.
“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.