The campaign centers around a series of short films for CALIA by Carrie Underwood under the name ‘What Sports Taught Me’

Brooklyn-based creative production company Greenpoint Pictures directing duo The Hudson Dusters hit home in the inspiring new “What Sports Taught Me” campaign for CALIA by Carrie Underwood, the singer’s fitness apparel line available exclusively at DICK’s Sporting Goods, out of Badger & Winters. The campaign features the uplifting documentary short “What Sports Taught Me” that highlights the power of personal growth through physical strength. Underwood returned to her hometown of Checotah, Oklahoma, to kick off the partnership between CALIA and the DICK’s Sporting Goods Foundation to donate $100,000 to local Checotah athletics, the first of $500,000 worth of grants that will go to girls youth sports teams across the country. The short features Underwood championing girls’ sports initiatives as part of the #StayThePath campaign that focuses on giving young women the confidence to stay on the path toward achieving their dreams. The campaign also includes a :30 anthem spot, as well as a series of :30 spots, “Sabetha,” “Ashley,” and “Aleccia,” which peer into the paths of three girls who have been empowered through their athletic endeavors to constantly strive to achieve all their goals.

In the campaign, the ever-imaginative duo completely illustrates the authenticity of emotions that stem from having big dreams in a small town. A sense of empowerment beams from the docu-style shorts as three young girls get a visit from their hometown hero, to shine a light on the life lessons sports taught Underwood along the way. From learning how to win, to accepting a loss, to being part of a team, the shorts highlight the perks and pitfalls any teen athlete can understand.

Credits:

Advertiser: CALIA by Carrie Underwood

Creative Agency
Chief Creative Officer: Madonna Badger
Group Creative Director: Grace Chu
Executive Producer: Celeste Holt-Walters
Producer: Julia Lorusso

Creative Agency: Badger & Winters
Senior Art Director: Kristen Murphy
Brand Supervisors: Catherine Wallis
Brand Director: Elizabeth Shirley

Production Company: Greenpoint Pictures
Producer: Luke Stevens
Executive Producer: Tatiana Rudzinski
Director: The Hudson Dusters

About Greenpoint Pictures

Greenpoint Pictures is a creative powerhouse where a diverse roster of directors brings compelling stories to life. Top ad agencies and global brands appreciate the love of adventure, passion for film craft, and quality-obsessed ethos the company brings to every project.  In an evolving media landscape, Greenpoint Pictures forges the kind of fruitful partnerships that turn first-time collaborators into devotees.