180LA TV Spot for University of Phoenix featuring Graduate & Arizona Cardinal Larry Fitzgerald


By thelaegotist / / Arizona Cardinals wide receiver, Larry Fitzgerald, recently added to his impressive list of accolades with a Bachelor’s in Communication degree from the University of Phoenix, marking the completion of a promise he made to his mother in 2003 before he lost her to breast cancer. In the years following her death, he revealed that he would call his childhood home in St. Paul, Minnesota, to hear her voice recorded on the answering machine. In the TV spot “Voicemail”, Larry calls home, and this time leaves a message, thanking her for inspiring him to rise: as a student, a son, and even now as a father. Fans of Larry will already know that he had a close relationship with his mother. But when 180LA discovered that he would call home just to hear her voice, it was clear that this incredibly powerful story should form the basis of his graduation story. The film has a slightly hazy, loose texture that mirrors the nostalgic theme of the story. The music was carefully composed to underpin and follow the emotions in the spot, rather than lead them. Larry’s message to his mom was unrehearsed. What you see in the spot was the first, and only take filmed. CREDITS Client: University of Phoenix Spot: Voicemail :60 :30 :15 Chief Marketing Officer: Joan Blackwood Executive Creative Director, Marketing: Jeff Preston VP, Brand Marketing: Monica Gaston Strategic Partnerships Director: Hillery Jennings Agency: 180LA Chief Creative Officer: William Gelner Executive Creative Directors: Eduardo Marques & Rafael Rizuto Creative Director: Wilson Mateos ACD, Copywriter: Alex Goulart ACD, Art Director: Joao Madeiros Head of Integrated Production: Natasha Wellesley Producer: Michael Quinones Group Brand Director: Suzy Sammons Brand Director: Jillian Nalty Brand Manager: Ashley Wade Director of Business Affairs: Loretta Zolliecoffer Senior Business Affairs Manager: Angel Cielo Production: Tool of North America Director: John X Carey Managing Partner, Live Action: Oliver Fuselier Executive Producer: Nancy Hacohen Producer: Leslie Owen Editorial: Whitehouse Post Editor: Martin LeRoy Assistant Editor: Nick O’Neill Executive Producer: Joni Williamson Producer: Jennifer Mersis Post Production: Carbon VFX Executive Producer: Matt McManus Producer: Devon Irete Lead Flame Artist: Pete Mayor Flame Assistant: Jim Gomez Telecine: The Mill Colorist: Gregory Reese Executive Producer: Thatcher Peterson Producer: Diane Valera Color Coordinator: Robert Cohen Music: Original Music by Human Composer: Craig DeLeon Producer: Kamela Anderson