US Creative Work of the Week: USA Swimming, ‘When they were just beginners’ from Colle+McVoy

Hear that clanging of precious metal? That’s the sound of Olympic medals — and USA swimmers do mighty well in the pool every four years.

Sure, Michael Phelps may have 22 medals (18 gold), but Ryan Lochte has 11, Missy Franklin has 5 and Katie Ledecky (the youngest swimmer at the 2012 US Olympic trials and holder of world records) has one gold, with many more on the way. Those four, along with other elite-level American swimmers, are part of a great :60 by Colle+McVoy of Minneapolis, in support of USA Swimming and their push to get more kids involved into the pool.

"We beat our heads against the wall for a few days, trying to figure out how to take existing footage and give it a clever and meaningful twist. We owe our thanks to USA Swimming CMO, Matt Farrell, for pushing us," said Mike Caguin, CCO of Colle+McVOy.

It’s a heartwarming tribute and, as voted by the wide world of the industry, is this week’s US Creative Work of the Week.

The work itself is surprisingly simple, featuring authentic home video of these swimming superstars and their parents before they hit the podiums at all manner of worldwide competitions — but its impact is undeniable and reinforces the notion that before they were winners, they were all beginners.

"We like this work because there's humility and an unpolished truth that seems to be resonating with people," noted Caguin. "Everyone was a beginner at some point, even world-class athletes."

If you’d like to vote for next week’s US Creative Work of the Week, visit our US Creative Works here.


Client - USA Swimming

Agency - Colle+McVoy

Editing – Ditch Edit/Aaron Nelson

Music – Marmoset Music

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