The Opportunity:
Create a 30sec TV spot to encourage downloads of the ESPN app.

And yes, there was a catch.
The ad had to work in the United Kingdom and in several South American countries. That meant one solution that would be relevant to different cultures, and different sporting preferences.

The insight:
It’s tiring work getting through all of ESPN’s content.

For professional athletes, fitness is absolutely key to success. And because the content on the ESPN app is so vast, your fingers need to be seriously fit if they’re going to keep up.

The idea:
Fingers, get training!

Inspired by the ‘exercise montages’ of the movies, we created a tiny world of immense detail, where fingers run, spin, lift and skip their way to peak fitness in preparation for the expanse of sport on the ESPN app.