Big Ten
‘Maps’ Commercial
Director Rob Foster - Carbon
Agency MPS Productions.

Case Study

Carbon

  • Design & Animation Carbon
  • Director Rob Foster
  • CG Lead ( & Director of 2014 film) Sam Gierasimczuk
  • Executive Producer Gretchen Praeger
  • Producer Lauryn Grimando
  • CG Lead Frank Grecco
  • Lead Animator Sam Gierasimczuk
  • 2D Lead Artist Blake Druery
  • CG Artists Will Moody, Quin Barclay, Sean Skube

External

  • Brand Big Ten Conference
  • Deputy Commissioner Diane Dietz
  • Senior Director, Branding Robin Jentes
  • Agency MPS Productions
  • Producer Michael Sear
  • Song ‘Silver Lining’ by Guard

The new Big Ten ‘Maps’ commercial is here! College sports audiences have been watching this fan favorite film for ten years, and we sprinted at the call to create a modernized update that celebrates the spirit and nostalgia of the original, and add plenty of fresh landmarks and Easter eggs for the new schools joining the expanded Big Ten conference.


Directed by Carbon’s Rob Foster with CG Leads Sam Gierasimczuk and Frank Grecco, both Sam and Rob were the creators behind the original 2014 film, and perfectly placed to bring their storytelling skills back for the new spot.

“One of the reasons this had such staying power, and so many people love it, is that it’s so happy and positive,” says Rob. “We’re flying over a colorful, sunny place listening to a catchy, upbeat song. It’s a vibe more than an advertisement. Even ten years ago, the original was envisioned as a little moment of zen. I love that it’s evolved to become part of the fabric of Big Ten athletics and college football Saturday.”

“When we got the call to update the film, we jumped at the chance to partner with the Big Ten again. Even restoring a ten year old archive was a mini project in and of itself.”

Our team then set about updating all the college teams’ details and talking with each new school about what markers they would like to see on their sections of the map. How many can you see, if you frame through?

“Teaming up with the Big Ten team a decade after our original was a dream,” says Sam. “Once again, their insights and support were amazing. I’m very proud of the evolution of this iconic spot.”

Already at 7.5 Million views and counting in the first three days, we can’t wait to see what the next ten years bring for this cultural touchstone of the college sports season!