New York Life x Boys & Girls Club "Rep the Yard". Director Daniel Navetta / Bryght Young Things. DP Anthony Carella. Editor Gabe Darling.
In accordance with New York Life’s ongoing partnership with the Boys and Girls Club of America, I produced their entire brand initiative for the organization in 2022.
There were many moving parts to this project, all of which centered around developing 100+ custom basketball jerseys for a local BGCA club in Brooklyn. We partnered with local designer Awake NY to develop and manufacture the jerseys, which we then delivered to the kids at the club during a full day event at the end.
We filmed the entire development of the uniforms and handoff to the club, in efforts to provide a quality short form piece of content that highlighted not only New York Life’s involvement, but more importantly shined a light on the inspiring club faculty and members. We developed a :15 teaser film at the beginning stages to promote awareness for the initiative, and followed up with :60 brand film at the conclusion to tie it all together.