Called ‘Outride ADHD,’ the effort is for the California-based company’s charitable arm, The Specialized Foundation, which works with schools throughout the country to incorporate cycling into the school day. According to the Specialized Foundation, cycling can “help improve focus and clarity for kids with ADHD.”
In a two-minute film created by GS&P, scenes play out that show what it’s like to live day-to-day with ADHD. According to the agency, the kids featured in the spot suffer from ADHD in real life and were cast at bike shops and skate parks with the help of Mexico-based production company Tonic Films.
Later in the film, the kids are shown riding their bicycles at night while animations of running wild animals are projected onto their surroundings. Aside from the spot, GS&P also created the technology that allows the cyclists to control the speed of the animals — the faster they pedal, the faster the animals will run.
Directed by British director Johnny Green, the aim of the film is to illustrate that exercise – particularly biking – can help those with ADHD free their minds. According to the American Psychiatric Association, 5% of children have ADHD.
“This is a powerful film for a very important cause, and we wanted everything about it to be honest – real riders with ADHD and real words about it,” said Roger Baran, creative director at GS&P, in a statement.
“I learned so much about my own ADHD through the process of crafting this film. During development and shooting, I felt the same freedom as the kids on bikes did," added Green.
The 'Outride ADHD' campaign, which launched today on stage 18 of the Tour de France, will run throughout the summer.
Goodby Silverstein & Partners: Specialized Foundation 'Outride ADHD'
High performance bicycle brand Specialized and San Francisco agency GS&P have unveiled a film that aims to educate parents, teachers and doctors about the benefits that cycling can provide to children with ADHD.
Co-Chairman: Rich Silverstein
Creative Director: Roger Baran
Creative Director: Sam Luchini
Art Director: Nando Sperb
Copywriter: Caroline Cappelli
Director of Production: Tod Puckett
Executive Producer: Benton Roman
Group Account Director: Michael Crain
Account Manager: Evan Rowley
Assistant Account Manager: Chris Brandus
Brand and Communication Strategy
Deputy Director of Brand Strategy: James Thorpe Director of Communications: Meredith Vellines
Senior Communication Strategist: Caitlin Neelon
Junior Brand Strategist: Madison Cameron
Director of Business Affairs: Judy Ybarra
Senior Business Affairs Manager: Heidi Killeen
Company name: Tonic Films
Director: Johnny Green
Executive Producer: Susan Neill
Line Producer: Arturo Arroyo
Director of Photography: Michael Gioulakis
Production Designer: Monica Bidault
Company name: Work Editorial
Editor: Neil Smith
Cutting Assistants: Keith Hamm, Ellie McNaughtan
Executive Producer: Marlo Baird
Producer: Brandee Probasco
Company name: Company 3
Colorist: Sofie Borup
Color Producer: Alexandra Lubrano
Company name: The Mill LA
VFX Supervisor /2D Lead Artist: Tim Rudgard,
VFX Supervisor/ 3D Lead Artist: Felix Urquiza
2D Artists: Ashley Forbito, Jake Albers, Jeff Langlois, Brett Lopinksy, Matthew Dobrez, Becky Porter, Bill Higgins, John Shirley
3D Lighting Lead: Tom Graham,
3D Artists: Juan Zavala, Juan Salazar, Katie Yoon, Daniel Soo, Jacob Bergman, Katie Yancie, Nole Murphy, Mathew longwell, Bridget Warrington
Design: Greg Park, Sasha Vinogradova, Patrick Kipper
Senior Producer: Erin Hicke,
Producer: Sumer Zuberi
Production Coordinator: Sardor Kaziyev
Art Support: Bradley Rhone and Gary Marschka
Original Music & Sound Design
Company name: Q Department
Company name: Lime
Mixer: Rohan Young
Executive Producer: Susie Boyajan