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Music Video
Animation

Bronze Winner

Entrant: barrettSF, San Francisco
Blackalicious - "Sports Alphabet"

Client Company: Bleacher Report, San Francisco

Client Managing Director: Patrick Kelly

Client Account Director: Molly Warner

Agency: barrettSF, San Francisco

Executive Creative Directors: Pete Harvey/Jamie Barrett

Associate Creative Directors: John-Patrick Rooney/Brad Kayal

Senior Copywriter: Jake Reilly

Art Directors: Byron Wages/Jordan Lyle

Head of Production: Rachel Kaminek

Agency Associate Producer: Charlotte Dugoni

Agency Senior Producers: Patrick Wilkinson/Nicole Van Dawark

Production Company: Gentleman Scholar, Los Angeles

Directors: William Campbell/Will Johnson

Executive Producer: Jo Arghiris

Producer: Nikki Maniolas

Associate Producer: Nicole Smarsh

CG Supervisor: Tim Hayward

Animators: Chris Finn/Sarah Beth Hulver/Jordan Lyle/Macauley Johnson/
    John-Patrick Rooney/Shawn Kim/Tristan Balos/Taik Lee/Stephanie Simpson/
    Harry Teitelman/Blake Beynon/James Lane

Sound Design Company: Barking Owl, West Los Angeles

Audio Mix Company: One Union Recording, San Francisco


Description of the Project:
Bleacher Report had never done an ad. It was too busy doing what it does best, which was churn out great sports content all day. But it had reached a point where it needed to define itself. So we got the original rappers behind “Alphabet Aerobics” – Blackalicious – to rewrite a “sports alphabet” for Bleacher Report from A to Z. 

The result was a weird, beautiful music video. 

Blackalicious rewrote the lyrics to their original hit “Alphabet Aerobics” and gave us a letter by letter breakdown. Then we set the track to 26 different animation styles, one for each letter of the alphabet. 

We timed the video to launch – and be commented on – during the halftime show “Inside The NBA.” Simultaneously, we split the full video into 30-second increments that played over the course of a 4-hour NFL football game. The video has continued to play on TV (Adult Swim, TNT, and truTV) throughout the fall and is still playing today.

“Sports Alphabet” has 2+ million views on YouTube, got retweeted by YouTube itself because the brand liked it so much, and is pulling in dough for Blackalicious while they tour the country with their new hit.