Comcast Business Tells Paralympian Mike Schultz's Triumphant Tale
For Mike Schultz, winning medals in Paralympic snowboarding is 50 kinds of rad. But helping others who've also lost limbs has proved an even higher calling.
We meet the indomitable Schultz in a 60-second spot from Comcast Business that breaks during coverage of the 2022 Winter Olympics.
After losing his left leg in a snowmobile crash 14 years ago, Schultz designed his own prosthetic, and scored gold and silver for Team USA. But the triumphant tale doesn't end there—not hardly!
"When everything changes overnight, you don't give up," the narrator says. "And when you meet other people facing what you faced, don't pass them by." To that end, Schultz founded and leads BioDapt, which manufactures lower-body prosthetics. So far, 20 competitors have used his company's high-performance limbs in the Paralympic Games.
"He's not only a gold medalist, but also an owner—and one whose business was born from incredibly challenging and unpredictable circumstances," says Anthony Pagaza, a copywriter at Goodby Silverstein & Partners, which developed the campaign. "His story is all about being 'Ready for What's Next,' which is what Comcast Business stands for."
The team shot on location at BioDapt's digs in St. Cloud, Minnesota, with Schultz's family, friends and customers sharing the spotlight.
"It was essentially capturing a day at Mike's business and combining that with found footage to complete the film," says GS&P art director Jennifer Fisher.
This low-key, documentary-style approach proves something of a fresh take in the space, where big production values and complex plotlines tend to dominate. For example, a Paralympics campaign from last summer emphasized the blood, sweat and sacrifice competitors make in their quest for glory. Another initiative sought to jumpstart a global movement.
Here, however, we simply spend some time with a caring, driven individual who makes an outsized impact in others' lives. This straightforward approach resonates with significant scope and power.
"At the end of the day, people don't just watch the Games for the amazing achievements. They watch for the incredible stories," Pagaza says. "We hope this one resonates with anyone striving to achieve a goal—whether in business or otherwise."
Client: Comcast Business
Spot Name: "Ready for Anything"
Air Date: 2/4/22
Agency: Goodby Silverstein & Partners
SVP, Chief Marketing Officer: Eileen Diskin
VP Brand & Communications: Michelle Snyder
Executive Director, Brand Marketing Communications: Nader Ali-Hassan
Director, Brand Marketing Communications: Susan Vare
Senior Manager, Brand Marketing Communication: Annie Devinney
Executive Creative Director: Jim Elliott
Creative Director: Tristan Graham
Creative Director: Felipe Lima
Art Director: Jennifer Fisher
Copywriter: Anthony Pagaza
Managing Partner: Leslie Barrett
Group Account Director: Michael Crain
Account Director: Amy Henning
Account Manager: Camille LeJeune
Account Coordinator: Anna Araujo
Brand and Communication Strategy
Director of Brand Strategy: John Thorpe
Group Brand Strategy Director: Katie Coane
Senior Brand Strategist: Shaza Elsheshtawy
Deputy Director of Research Strategy: Jane Warren
Group Content Strategy Director: Nick Reggars
Executive Producer: James Horner
Agency Producer: Cindy Epps
Agency Producer: DP Odishoo
Director of Business Affairs: Judy Ybarra
Business Affairs Manager: Annie Holmgren
Company Name: The Directors Bureau
Production Company City: Los Angeles
Director: M. Blash
Director of Photography: Karina Silva
Executive Producer: Sloane Skala & Jenni Sprunger
Producer: Stephanie Bruni
Editorial Company: Rock Paper Scissors
Editor: Haines Hall
Assistant Editor: Jack Kanner
Producer: Kevin Gottlieb
Executive Producer: Shada Shariatzadeh
Color Studio: Primary
Colorist: Gregory Reese
Color Producer: Jenny Bright
Executive Producer: Thatcher Peterson
Design Studio: Elastic
Creative Director: Duncan Elms
Designer: Jean Hwang
Animators: Jordan Booker, Steven Do, Brian Hayes, Cindy SooHoo, Eugene Hyun
Graphics Editor: Gabriel Caste
Producer: Kevin Daly
Production Coordinator: Hannah Rowswell
Executive Producer: Luke Colson
VFX Studio: a52
Lead Flame Artist: Dan Ellis
Flame Artists: Adam Flynn, Michael Vaglienty, Rod Basham, Sam Kolber, Chris Riley
Producer: Everett Cross
Executive Producers: Patrick Nugent & Kim Christensen
Audio and Sound Design Company
Company name: Lime
Sound Design Company City: Santa Monica
Sound Designers: Joel Waters
Audio Engineer: Joel Waters
Assistant Mixer: Collin Thomas
Executive Producer: Susie Boyajan
Music: "Dusk" by Carly Comando
Mix: Joel Waters