Chicago Park District
Chicago Park District
Chicago Park District
Dear Gymnastics
Dear Gymnastics
Dear Gymnastics
Role
Creative Director
Role
Creative Director
Client
Chicago Park District
Client
Chicago Park District
Discipline
Civic / Film
Discipline
Civic / Film
Region
Chicago
Region
Chicago
The Brief
The Brief
The Chicago Park District needed to prove something a lot of residents didn't believe: that sports in this city are for everyone, not just the ones who can afford them.
The Chicago Park District needed to prove something a lot of residents didn't believe: that sports in this city are for everyone, not just the ones who can afford them.
The Solution
The Solution
We chose gymnastics as our proof point — precisely because it's the sport most people assume they're locked out of. Perceived as elite, expensive, exclusive.
To make the case, we found DarLynn — a rising gymnast whose talent had nothing to do with privilege and everything to do with passion. Her story became the vehicle: not a promotional video about park district programming, but a love letter to gymnastics itself, told through the eyes of a kid the sport was never supposed to welcome in the first place.
We chose gymnastics as our proof point — precisely because it's the sport most people assume they're locked out of. Perceived as elite, expensive, exclusive.
To make the case, we found DarLynn — a rising gymnast whose talent had nothing to do with privilege and everything to do with passion. Her story became the vehicle: not a promotional video about park district programming, but a love letter to gymnastics itself, told through the eyes of a kid the sport was never supposed to welcome in the first place.
Outcome
Outcome
The film earned an Emmy nomination and multiple communications awards — but more importantly, it did what the brief asked: it made the case, one athlete at a time, that Chicago's parks belong to everyone.
Next project →
Next project →
Federal Home Loan Bank of Chicago
Federal Home Loan Bank of Chicago