The dropout rate for young female athletes in various sports after the age of 13 is startlingly steep. Acknowledging this alarming trend (and with ambitions to flip the script), one of the KPIs set by USA Swimming for the series was to motivate budding female swimmers by showcasing relatable role models.
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Off the Blocks
Content
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Off the Blocks
authenticity + just the right amount of swagger
With the pandemic in the rear view mirror, SE4 of USA Swimming's "Off the Blocks" called for a reboot. The goal was morphing the series into something familiar to our audience BUT with a fresh new style and tone designed for a world that’s been through a COVID-19 rollercoaster.
client
USA Swimming
location
Greensboro, Las Vegas, Colorado Springs, Boston, Virginia, Arizona
days of production
27
# OF OLYMPIANS FEATURED IN THE SERIES
21
MISSION
Inspiring Female Swimmers to stick with the Sport
4
# OF AQUARIUMS USED IN PRODUCTION
Specifically Social
We're all guilty of a deep dive into the scroll abyss on our go-to social media platforms—and guess what, so is our target demographic! By specifically producing a minimum of 2 fun, upbeat reels per location, we charged up the promotion of the each episode with it's own social specific assets (not just a rehash of the same footage used in the EP)
Fun facts
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Race suits are so tight (and so hard to get on) that they only get used for high profile events
Pre-race footwear was a surprisingly hot subject with the swimmers. Who knew?
Sometimes low-tech is the best tech. We use a camera in an aquarium to capture the series' signature underwater imagery