New York Life | Boys and Girls Club x Awake

In accordance with New York Life’s ongoing partnership with the Boys and Girls Club of America, helped produced their brand initiative for the organization in 2022.

There were many moving parts to this project, all of which centered around developing 100+ custom basketball jerseys for a local BGCA club in Brooklyn. We partnered with local designer Awake NY to develop and manufacture the jerseys, which we then delivered to the kids at the club during a full-day event at the end.

We filmed the entire development of the uniforms and handoff to the club, in an effort to provide a quality short-form piece of content that highlighted not only New York Life’s involvement but more importantly shined a light on the inspiring club faculty and members. We developed a :15 teaser film at the beginning stages to promote awareness for the initiative and followed up with :60 brand film at the conclusion to tie it all together.