For Summer X Games 13, ESPN launched the Original Works of Sport campaign to drive tune-in and celebrate progression and the athletes who are continually setting the bar higher. We interviewed four athletes across the disciplines of skateboarding, motocross, BMX and rally racing to find out what inspires them. Then we transformed each story into an Original Work of Sport, each running as a magazine ad, TV spot, poster, and rich media ad unit online. We then channeled the inspiration of the four athletes to create the highly experiential site, OriginalWorksOfSport.com. The site operated as a three-dimensional gallery where each "leg" of the X invites users to dive into a story about one of the athletes.
originalworksofsport.com
Broadcast: Swan Song
Under My Skin
Chicken Bone Voodoo
Online: Original Works Of Sport
Print:
ESPN: Summer X Games 13
