Hasta La Creative!

Ascent Protein appointed TDA_Boulder as its agency of record and the agency launched its debut campaign promoting Ascent Native Fuel Whey Protein with “The Official Sponsor of Hard Work.”

“After intense review, TDA_Boulder stood out as the agency that most understood the mindset of our target customer – those who are dedicated at a high level to fitness. We liked that TDA_Boulder is nimble, exceptionally creative and acts like a true partner,” explained Ascent Protein general manager Paul Vraciu. “We knew that by choosing them, we were gaining an extension of our team who would be deeply invested in our mission and goals in bringing a cleaner protein to the market.”

“Ascent is changing the expectations in a confusing and crowded market, we’re simply proud to be working with them,” added TDA_Boulder partner and executive creative director Jonathan Schoenberg. “Our work is 360 – everything from creating their tagline, ‘The Official Sponsor of Hard Work,’ to event activation, print, out of home, video and social engagement. Health and fitness is a part of our ethos, we even work out with the Ascent team monthly to continue digging deeper in the athlete’s psyche.”

The spot “Garage,”  which runs in 30 and 46-second versions,  is about what you’d expect from a spot selling a whey protein product. A muscular bro works out in his garage while imagining a chorus of naysayers telling him he can’t do it. He gets up the will for one last pushup before the spot concludes with a shot of Ascent Native Fuel Whey Protein.

To promote the launch of Ascent Native Fuel Whey Protein, TDA_Boulder also launched a “Surprise Sponsorship” program, which rewards everyday athletes with sponsorship deals. It also named 2015 Spartan Race World Champion Robert Killian as the brand’s first sponsored athlete. 

Here are a couple of the print spots.

Credits

Agency: TDA_Boulder
Client: Ascent Protein

Thomas Dooley, ECD, Founder
Jonathan Schoenberg, ECD, Partner
Constance DeCherney, Director of Strategy
Jeremy Seibold, Creative Director
Barrett Brynestad, Associate Creative Director
Sam Johnson, Media Director
Heather Lee, Media Supervisor
Kate Osborne, Sr. Project Manager/Producer
Lindsey Ritter, Integrated Producer
Michelle Hicks, Production Designer
Christi Tucay Clark, Director of Client Services
Lauren Corna, Senior Account Executive
Roger Ferguson, Assistant Account Executive

Print
Trevor Pearson Photography, LA (Product Photographer)
Dana Neibert Photgraphy, Coronado, CA (Campaign Photographer)
Sunny 16 Productions, LA (On set photography producer)
Andresen Digital, LA (Retouching & Prepress)

Surprise Sponsorship Video
Production: Buck Ross
Director: Ryan Ross
DP: Jeffery Garland
Post Production: Buck Ross
Editor: Lam Nguyen
Sound Mix: Coupe Studios
VO: Eric Singer

Sirens Video
Production Company: The Directors Bureau
Director: Ryan Hope
Exec Producer: Lisa Margulis
Exec Producer: Elizabeth Minzes
Producer: Benjamin Gilovitz
DP: Matt Lloyd
Production Designer: JC Molina
Post Production: Cosmo Street
Editor: Katz
Post Producer: Chelsea Spensley
Online: Shinya
Composer: Ari Balouzian
Graphics company: Brickyard
Animator: Anton Thallner
Finishing Company: Apache
Colorist: Shane Reed
Mix Studio: Lime
Sound Engineer: Zac Fischer

You know summer is over when New York Fashion Week and its media maelstrom descends upon our fair city. TDA_Boulder, however, has some words of advice for the “super” models attending the events in this faux PSA for client Sir Richard’s Condom Co.:

Use protection lest your accidental children be too beautiful for this world.

The spot will run on TV during cable coverage of the Week on E! while simultaneously appearing on the web pages of big-name fashion pubs like Vogue and WWD.

It aims to “build brand awareness among social/style influencers, especially female”, though we wonder if the models themselves will relate.

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This week brings us the latest in TDA_Boulder‘s series of shorts for client FirstBank.

The campaign, directed by the Perlorian Brothers of LA production company MJZ, highlights the always-relevant disconnect between the Amish community and the modern world in order to promote the client’s new mobile app, which allows for the remote and super-convenient paying of bills.

Here’s your protagonist reflecting on the number of expenses he may now resolve without having to visit the real world in “Manure Bill”:

The campaign will run across all broadcast networks and various summer cable summer programs (and yes, that includes Amish Mafia).

Credits and previous spots after the jump.

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New Career Opportunities Daily: The best jobs in media.

This little side project doesn’t seem to have much of a purpose, but TDA_Boulder built one of those trick-your-boss programs called “Happy Hour Virus.” Frustrated employees can choose from one of three templates that make a computer screen look like it has a virus or technical error and then bounce to a bar for some early liquid therapy. Of course, you can get out of the screen by pressing ESC, which is necessary, but also renders the whole idea fairly useless. It’s not as plausible as the March Madness fake spreadsheets that can hide scores and brackets (as long as you work with spreadsheets regularly). Symbolically, the project is meant to stress the respectable work/personal-life balance present at the agency, but other than that, there’s not much to digest here.  It may be Thursday, but this feels like a Friday item. Credits after the jump.

continued…

New Career Opportunities Daily: The best jobs in media.