Synopsis: It’s the bottom of the ninth. The bases are loaded and it’s a full count. Big Papi is stepping up. Will he be able to snatch victory from the jaws of defeat?

Objective: Create a PSA for broadcast on Fenway Park’s jumbotron to promote the Boston Moves for Health initiative.

Target Audience: A general audience.

Background: Boston is one of the healthiest cities in the nation, yet about half its population is obese or overweight. This rise in obesity is causing an increase in medical conditions and healthcare costs. Boston Moves For Health is a comprehensive initiative designed to raise awareness about the risks of obesity and to encourage Boston citizens to increase their amount of exercise.

The goal is to lose 1 million pounds and move 10 million mile in one year. The feature of this campaign is an online portal that allows users to set personal health goals, create customized workouts, find events and places to get active, log their progress, and receive nutrition tips.

My Role: Director, editor, and animator.

Announcer: Don Orsillo

Cameo: David Ortiz

Distribution: The Jumbotron at Fenway Park and the web.

Special Thanks: The Boston Red Sox

Related: Boston Moves for Health Ad #1