In 2005 we faced a unusual ESPN job: to promote the World Figure
Skating Championships, one of the first steps of the sports network
in order to increase its female audience.
Since women were apt to not believe ESPN was for them, we couldn’t
believably just say that it was the home for all sports - including ice skating.
We needed to show women that, like every other sport, ESPN gets it.
They understand and respect the sport. They see its soul underlying
the ice and the fancy movements.
So we avoided the usual action footage and focused on the bigger catch:
the visual beauty of the figure skating. The final result is an homage to the
sport and to the people who see it differently.