It’s Easy to Get Blinded By Their Stars

People tend to have preconceived notions about IMG Academy. You may know them as the famed Tennis Academy in Bradenton, Florida where Nick Bolletieri coached the likes of Andre Agassi, Monica Seles, Jim Courier, Anna Kournikova, Maria Sharapova, Kei Nishikori and Serena Williams to name a few.

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Or maybe when you hear “IMG Academy” you think of their connections to football—either as the exclusive training facility where top NFL prospects like Cam Newton prepare for the NFL Combine, or as the site of Spring Football practices for Jim Harbaugh and his University of Michigan Wolverines.

Or maybe you’re into basketball and you just caught that slam dunk by their prep team’s point guard on SportsCenter last night.

 

However you know them, or whatever you may already think you know—once you set foot on IMG’s sprawling 450-acre campus—it quickly becomes clear that there’s a lot more to the place than any one sport, or any one star.

In fact, that’s the whole essence of what makes IMG Academy so special—that it’s more than just one outstanding thing. It’s actually several different extraordinary things all wrapped up into one big, one-of-a-kind thing that no one, nowhere has ever seen before.

It’s a boarding school for top tier prep athletes from all around the world…a year-round sports camp for athletes of all ages…the place where top-ranked pros like Serena Williams and Cam Newton train…and a team training facility for everything from local youth soccer teams all the way up to Olympic teams training for their next gold medal. And all of that is all wrapped up in one campus.

Future NFL, NBA, and MLB draft picks stand in line with 10-year old tennis and golf prodigies.

Pretty unique.

Our job was to tell the world that story so that more kids in more countries had the opportunity to benefit from IMG’s top level coaching and training.

To get the word out we worked on establishing a new brand to reflect the intensity of the next generation of athletes training there.

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To reach youth athletes and their parents we developed a comprehensive digital ad campaign that hit for holiday season, urging parents across the globe to give the gift that kept on getting better.

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Driving parents back to IMG’s newly redesigned site we offered up video content to promote their camp and boarding school offerings. Using originally shot footage we were able to showcase their ever-expanding, ever-spectacular facilities to give everyone an up close glimpse into what becoming your best looks like.

And for all the big names, dazzling facilities, and high-tech equipment—the thing that stands out the most about IMG Academy is how genuine their trainers and coaches are about the place not just being for the stand outs.

IMG helps make stars, but they’ve proven time and time again that they’re not blinded by stardom. They’re not obsessed with celebrity. They’re obsessed with improvement. So for every celebrity athlete who gets called out in the beginning of articles and blogposts like this one, the real value of IMG Academy is measured in the 19 out of 20 other student-athletes they’ve developed into D-2 short stops majoring in pre-med, and grads who go on to earn appointments to U.S. Service Academies.

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Because at IMG Academy everything is geared to one goal—maximizing your given potential. Regardless of how much you’ve been given.

160over90 team:

Chief Executive Officer and Founder: Shannon Slusher
Chief Creative Officer and Founder: Darryl Cilli
Executive Creative Director: Stephen Penning
Group Creative Director: Brendan Quinn
Creative Director: Kristopher Blake
Copywriters: Kristen McManus, Evan Monsky
Associate Creative Director: Tim Gough
Designer: Austin Lotz
Director: Konstantinos Psimaris
Post-Production Supervisor: Anderson Bradshaw
Editor: Ryan Camp
Effects Specialist: Joe Dunlap
Motion Designe/ACDr: Chris Lee
Sound Designer: Ted Quann
Group Account Director: Maggie Insogna
Account Supervisor: Andrew Larsen
Account Executive: Leah Endleman
Producer: Alexandra Beni
Project Managers: Rachel Akman



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