JUST WIN, BABY

Sports metaphors abound in the workplace, and sports stars help LOMA move the marketplace. In an era of “all sports, all the time,” it follows that a figurative “pitch” is delivered—literally–by a pitcher. Or a linebacker. Or skier, skater, goalie, golfer, or tagger (in certain parts of Eurasia). And sometimes by a veteran forward, like this new LOMA spot.

By any name, the win is often about the name. Celebrity sells, but, in the wrong hands, simply sells out. Loma’s John DeBello has produced and directed dozens of campaigns employing sports to deliver the message. A few decades of experience directing the likes of Peyton Manning, Kobe Bryant and Tony Gwynn say, “concepts change but the rules of engagement don’t.” Here’s a short primer.

The Vince Lombardi Trophy does not resemble an Oscar. Why do so many creatives insist on turning amazing athletes into abysmal actors? Effective communication is all about cred. And nothing destroys the credibility of a product—and the frustrated superstar selling it–than an ambitious script best suited to Sundance.

Be prepared. Your star may arrive late, want to leave early, and have zero tolerance for indecision. Be ready to shoot now. Have a plan. A back-up plan. And plenty of patience. Because–

They’re the star, and you’re not.  For some reason, a single Cy Young outranks your 23 Emmys. Therefore, collaborate, don’t dictate. Keep it relaxed, crisp, and professional.

And remember–

Have fun!  After all, that’s what sports are all about…and a positive experience on the set delivers the goods for post production. Your editor will thank you. Your client/boss/spouse/kid will thank you (assuming you remember to get him/her that autographed ball.)

Sports works. Just think of the product you will sell…and the stories you can tell.