Food Chain Director Vance Malone Helps ESPN Get In Touch With Its Feminine Side

Agency Ground Zero lays the groundwork for ESPNs relationship-building towards women.

(PRWEB) March 23, 2005

Traditionally male-dominated sports channel ESPN reaches out to female viewers for the first time with a new spot from California agency Ground Zero. Directed by Food Chain Films’ Vance Malone, “Changing” depicts two guys inspired to spruce up their sports bar to feel more inviting to women, but land slightly short of the mark. Subtly self-deprecating, the spot was created by Ground Zero Copywriter Tom O’Connor and Art Director Jeff Lable with Creative Director Court Crandall and produced by Michelle Price with Food Chain producer Brad Goldthwaite and Executive Producer David Allen Cress. Shot by DP Joe Meade, the spot was cut to "It's Not Unusual" from Tom Jones and will air as a :30 and :60.

“This was a great opportunity to work with a talented and creative agency,” said Director Malone. “Ground Zero created such a smart concept with solid characters that all I had to do was capture that on film.” And, despite learning not to drive in the bus lane through a not-so-subtle nudge on his rental car from an annoyed Rose City bus driver during the scouting process, AD Jeff Lable remarked that shooting in Portland with Vance and Food Chain was a “great experience… Vance really got the spot from the get-go and helped contribute valuable ideas.”

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