What business does Citi have sponsoring Team USA? It's a bank. Not a sneaker company. So how does this brand connect?
Our answer came in a simple truth: these athletes, just like business owners, parents, or retirees, are Americans who constantly try to make progress towards their larger goals. And Citi’s goal is supporting American progress, wherever people compete for something better.
Execution Type: Full 360 integration across Broadcast / Print / OOH / Digital Film / Bikes / Event / Website
Role: Concept and Creative Direction for entire campaign with Dave Bourla
Agency: Jeff Weston (ECD), Everett Ching (AD), Tim Yuen (CW), Beck Hickey (AD), Keiji Ando (AD), Derek Shevel (CW), Said Farad (AD)
Film: Anonymous Content // Mark Romanek (Dir) // Reed Morano (DP)
Photography: Gary Land