The idea to combine the members’ tough femininity with the lyrics from a popular musical was one that resonated with us immediately...
Portland, ME (PRWEB) November 01, 2011
Maine-based video production company Leighton Images took home a coveted Gold, the ceremony’s top honor, at the biennial Broderson Awards held October 27 at the State Theatre in Portland, Maine. The top prize was presented for the exciting and popular TV promotional spot for the Maine Roller Derby, which aired locally on television stations and on the web this year. The commercial, “I Feel Pretty”, which promoted derby bouts throughout the season, won in the category of “TV Campaign – Low Budget.” It sets the popular West Side Story number to a raucous musical score, and features fast-cut footage of Maine Roller Derby Members lip-syncing lyrics and vigorously circling the track. Its fun, in-your-face action and ironic mash-up of Broadway lyrics with the women’s strong athleticism made a big impact on viewers. It also won the clear affections of the judges – advertising professionals that included out-of-market editors and executives from Adweek, Nike, and BBDO New York.
“Capturing the unique excitement of the Maine Roller Derby has been one of our favorite endeavors over the last few years,” said Geoffrey Leighton. “The idea to combine the members’ tough femininity with the lyrics from a popular musical was one that resonated with us immediately. The images, along with the riotous musical score from David Brewbaker really gave viewers a sense of the action and excitement they will encounter at a derby bout.” The “I Feel Pretty” commercial was part of a three-part campaign created by Leighton Images promoting Maine Roller Derby, which also included the spots “Sonata” and “Arena”. These spots were also award winners; they both grabbed Broderson Silver.
Leighton Images has been working with the Maine Roller Derby, Maine’s first and only women’s flat track roller derby league, for the last three years. The derby is one of the hundreds of leagues across the nation that has embraced the quickly-growing sport of roller derby as it is skated on a flat track. It is made up of a diverse group of women of all ages and professions, brought together by their passion for derby. “These are a not just a great group of dedicated athletes, they also serve as role models for our community,” said Leighton. Bouts for the public are scheduled throughout the year at the Portland Expo. Watch the top award-winning Maine Roller Derby spot.
Leighton Images is a Maine-based video, film and multi-media production company that has been telling their clients’ stories for over twenty-five years, using film, video, interactive media, DVD, high definition, social networking and the internet. The company’s recent work includes global employee recognition videos for L.L. Bean, and The Thousand Word Project, developed by Bates College and Leighton Images to teach writing through art.
The backing track and sound design was adapted by David Brewbaker, a musician and songwriter located in West Bath, Maine and partner in Mill Cove Partners, a digital media company that creates written, visual and musical content for businesses and individuals. Brewbaker, also a songwriter and guitarist, released A Sign of Life on CD and the web in 2010.
The Broderson Awards recognize Maine agencies and professionals for their diverse creative work in the field of marketing, advertising and promotion. It is sponsored by the Ad Club of Maine, a professional organization for advertising agencies, media outlets, public relations professionals, photographers, web designers, freelance copywriters and graphic artists working in the state.