I have had many great opportunities throughout my career. The kind of opportunities most people who work in advertising never get. I’ve never taken any of it for granted. But when I started my own advertising agency, I wondered if I would be able to create the same kind of opportunities for my own agency. Or if we would spend most of our time creating coupons for gerbil food and pro bono flyers for Book-A-Roo at my kid’s school.
Today I am thrilled to say The Weaponry, my advertising and idea agency, has worked with an American president (Jimmy Carter), an innovative sport aircraft brand (Icon Aircraft) and the people who rescue climbers on Mt. Everest (Global Rescue). We’ve worked with fun brands from Quebec (SeaDoo, BRP, Prevost & Volvo Bus) to California (Sunrun). And since 2016 we have worked with the international sporting goods powerhouse, Mizuno.
Mizuno is a Japanese sports equipment and sportswear company. It was founded in Osaka in 1906 by Rihachi Mizuno (who is on my all-name team, along with my college buddy, Azree Commander). Today, Mizuno is a major player in baseball, softball and volleyball around the world.
If you are a serious golfer you know that Mizuno makes the best irons in the business. Mizuno makes the best racing suit for competitive swimmers. They also make amazing running shoes. Including my favorites, the Wave Riders. I currently have them in Badger Red and Anatomy Gray. (Ok, maybe I just made up those color names.)
In the fall of 2018 The Weaponry began work on a really fun new project for Mizuno North America. Mizuno had already introduced their new Reach Beyond tagline internationally. But they wanted our help to determine how the theme should be adapted for the US Market.
Exploring Like Dora
We explored a broad range of options for Mizuno. We shared 7 different campaign angles. Each direction brought the brand message to life in its own unique way. In the creative process we always explore a wide variety of looks, language and tones. It’s a hallmark of The Weaponry Way. Which is why clients turn to us when they want a fresh new perspective and a variety of creative options.
There was one brand direction that Mizuno especially liked. It was not about winning and losing. Or being the best in the world. It was about the training you do to compete with yourself. We call it Beyond Training.
This commercial features Olympic swimmer Blake Pieroni. And a lot of bubbles.
Beyond Training is about putting in the work to set new personal records. It is about you reaching beyond your own previous bests. I think this is the greatest mission in life. And one of the greatest elements, if not the greatest element of sports.
We believe that Reaching Beyond is about continuously pushing yourself to see just how much you are capable of. I love that this idea accommodates for athletes at all stages of life. It allows us all to frame our best in whatever way is most relevant and most motivating today. As an athlete in my 40s I am encouraged to reach beyond the best I have done this year, or this decade. That idea is exciting to me, and keeps me pushing myself.
We found that athletes are good at creating a relevant frame of reference for self improvement. This is true whether you are a world class swimmer at the top of your game, a 70-year old golfer who wants to be the very best they can be this year, or a 7th grade track athlete just getting started. The key is to continuously work to better yourself. And that is the spirit the Mizuno Reach Beyond brand campaign captures.
We have created a series of brand commercials that will run both online and on TV. We have also created a billboard campaign that we will roll out throughout this year.
We worked with Olympic gold medal swimmer Blake Pieroni in Atlanta. We filmed professional baseball player Austin Riley at the Atlanta Braves spring training facility in Orlando. We filmed runners Ali Ritter and Alexa Crow, on urban trails in Atlanta before dawn. And we shot golfers Jackson Kemper and Todd Ormsby at a driving range at night, in the rain. (Sorry guys.)
One of several commercials that are part of the Mizuno brand campaign. This one features pro baseball player Austin Riley.
To create this work we hired a phenomenal Milwaukee-based photographer, Lucian McAfee. He’s a great shooter. But more importantly, he is a really fun and nice guy. Fun fact, Lucian’s brother Jesse was a track teammate of mine at the University of Wisconsin. Go Badgers!
The Production Company
We worked with Proper Medium out of Atlanta for all of the video. We have worked with this team on great projects for UPS, Fifth Third Bank, and Global Rescue, and they always hit it out of the park. Unless we are shooting swimmers. In which case they hit it out of the pool. Proper Medium and Lucian are both really great at what they do. Plus they worked really well together. Like peas and carrots.
This spot tells you why should not reach your potential.
The Great Clients!
Big thanks to our clients Harper Cornell and Tomohiro Ota at Mizuno for leading this work and letting us collaborate with them. Thanks to Shelby Novak and to Clint Sammons at Mizuno for all your help pulling off the swimming and baseball shoots.
I am extremely thankful to The Weapons that worked on this project, including Adam Emery, Kevin Kayse, Jeanne Mayer, and Tony Sharpe. You guys crush things.
Self improvement is about reaching beyond your previous best. It’s what we should strive for ever day. Whether we are Olympians, office workers or stay at home Moms, we can all get better at what we do. Reaching beyond your previous best in any endeavor is more meaningful and more rewarding than winning. Because it is all about your journey and your personal performance. Reaching Beyond is what I am trying to do in my career and my athletics. I hope you are too. Because as Eminem said, ‘You only get one shot, do not miss your chance to blow. This opportunity comes once in a lifetime.’