BRUCE BOLT ANTHEM

BRUCE BOLT sits at a unique intersection. It is a premium, high price point product, but it is built for a youth audience in the travel baseball world.

The Little League World Series, and the families who can afford to be there, represent a highly concentrated version of that audience. The challenge was to speak to both sides of that equation. Earn credibility with the kids through authenticity, while building an aspirational brand that justifies the price point.

In addition to the broadcast commercial, we invested in geo-targeting and testing cutdowns of the premium hero film alongside UGC content. I introduced the geo-targeting approach early, focusing spend down to the zip codes surrounding the tournament to reach the most relevant audiences in a more meaningful way.

I directed the anthem film to establish a premium, cinematic foundation, then we built a broader content system designed to flex across platforms. The combination of polished footage and native-feeling social content allowed the campaign to meet audiences in a way that felt both elevated and real.

To extend the value of the production, we also ran a tandem photography shoot alongside video, capturing a full year’s worth of premium lifestyle and product imagery. Those assets carried across in-store, OOH, and mailers, turning a single production into a multi-channel campaign.

The result was a more focused media approach, a brand expression that balanced aspiration with authenticity, and a production model built for both impact and efficiency.