New York-based Nice Shoes recently shot and animated a spot for The Partnership at Drugfree.org to help convey the organization’s message of the benefits of athletic mentorship and positivity. Through interviews with kids, teenagers, adults and professional NBA coaches Avery Johnson and Lionel Hollins, the importance of healthy competition among kids, teens and young adults was brought to life through first-person stories.
Nice Shoes handled the production, edit and post duties and filmed the kids at the Nice Shoes insert stage. The company then tapped into its postproduction expertise to place those featured into a pencil-drawn, cell-animated world.
“Our goal in designing the graphic treatment was to create a visually interesting presentation – something that conveyed both the energy and the common but extraordinary experience of playing sports,” noted Nice Shoes director/CD Brian Bowman.
The video was featured as a visual centerpiece of The Partnership at Drugfree.org’s inaugural “All-Star Tasting” event, a unique gathering of all-star athletes and celebrity chefs that took place at Astor Center in New York, June 27.
“When you’re working with an organization that is advancing such a great cause, there is an extra bit of gratification,” said Bowman. “The fact that we could handle every part of the process from concept to completion is a tremendous source of pride for everyone here at Nice Shoes.”