The Movement Project is a multi-episode series profiling diverse groups of elite senior athletes. Each episode features a different athlete and their dedication to their sport despite growing old. The episodes will be distributed through a custom Facebook app and targeted ad network. Sponsorship of the series provides brand association with positive messaging around determination and overcoming adversity.

2. THE MOVEMENT PROJECT

3. THE MOVEMENT PROJECT
The Movement Project is a multi-part series profiling a diverse
group of elite old-age athletes, each with their own personal
stories of overcoming great challenges and proving that
growing old doesn’t have to mean slowing down.
Exquisitely photographed in bold black and white, each
episode introduces us to a different extraordinary senior
athlete and shows not only their dedication to their sport, but
their passion for living life to the fullest.
The movement of each sport is expressed in the evocative
single-word titles of the individual episodes: “leap”, “soar ”,
“glide”, “reach”, “surf ”, “bounce”, “swing”, etc.
By telling universal inspirational stories of the triumph of the
human spirit, THE MOVEMENT PROJECT is premium content
with a broad appeal.

4. THE MOVEMENT PROJECT

5. OPPORTUNITY
Sponsorship of THE MOVEMENT PROJECT will connect your
brand directly with a huge, uniquely targeted, highly-engaged
audience.
THE MOVEMENT PROJECT offers your brand association with
a visually-stunning groundbreaking series built around positive
messaging and the universal themes of determination
overcoming adversity.
Timed to coincide with the 2012 Summer Olympics in London,
we have the unique opportunity to connect your brand with
the projected 4.7 billion person media audience through cross-
media promotion of our content.

6. THE MOVEMENT PROJECT

7. AUDIENCE
M/W 35-54
THE MOVEMENT PROJECT offers your brand the opportunity
to leverage the fastest growing social media demographic
(35-54) to support your brand and products.
According to the Pew Research Center, more than 40% of the
US Population is between the ages of 35-54 with an estimated
annual spending power of over $2 trillion.

8. ONLINE HABITS OF GEN X
According to eMarketer, Gen X (35-46) constitutes the
largest online video audience. Almost three-quarters of
them (74.2%) watch online video regularly.
Gen X's digital media consumption is strikingly similar to
that of the 18-34 demographic. They use social networks,
watch video on their computers and mobile devices, and
enjoy shopping online.

9. ONLINE HABITS OF
THE YOUNGER BOOMERS
Younger Boomers (47-55) are the single fastest growing
social media adopters, and yet a recent study by TV Land
Company showed that are vastly underserved by marketing
initiatives, which mostly aim at younger people.
According to market research company NPD Group, 41% of
Boomers regularly visit Facebook, and 61% visit websites
that offer streaming or downloadable videos.

10. THE MOVEMENT PROJECT

11. THE ATHLETES
*subject to change
SPENCER LEHMAN MADONNA BUDER MICHAEL KELLY JANE HESSELGUES
Age: 75 Age: 81 Age: 72 Age: 75
Pole Vaulter Triathlete Surfer Body Builder
LILLIAN WEBB MARIAN ANDERSON FAUJA SINGH MARGARET HINTON
Age: 96 Age: 74 Age: 100 Age: 89
Long Jumper Skier Marathon Runner Shotputter

12. REACH
THE MOVEMENT PROECT will utilize the latest technology in
targeted distribution to reach the most engaged relevant
audience for your brand.
 STEP 1: FACEBOOK APP
 STEP 2: CUSTOM FLITE AD UNIT
 STEP 3: TARGETED DISTRIBUTION
 STEP 4: COMPLETE ANALYTICS

13. STEP 1: FACEBOOK APP
• Video featured in Facebook App
• Users will have the ability to watch, share, comment
• Branding will be available within the app, as well as
links to sponsor sites or other brand-focused
destinations

14. CONCEPT 1: SHARE YOUR STORY
• App that features MOVEMENT
PROJECT “cause”, showing a
main video every week
• Encourages users to submit their
own stories via text and photos
(optional)
• Users can view the main video
story and other’s text/photo
stories and share with friends.
• All actions generate newsfeeds
and ticker actions that your
friends will see

15. CONCEPT 2: YOUR FAVORITE
• App that features all video
stories in a carousel
• After choosing a video story
from the carousel the user lands
on a page with the video and
user’s comments on that story
• You enter to win a prize by
writing a comment on your
favorite story
• This action generates a
newsfeed and ticker that your
friends will see

16. STEP 2: CUSTOM FLITE AD UNIT
• Video will be featured in a custom Flite Ad Unit
• Ad will expand to showcase full video series, with links
to Facebook page where users may comment and
share their own stories as well as link to sponsor sites.

17. CUSTOM AD UNIT CONCEPT

18. STEP 3: TARGETED DISTRIBUTION
• Ad unit will run across a targeted network of
sites for added reach and scale

19. STEP 4: COMPLETE ANALYTICS
• Complete analytics from all elements will be
provided at the completion of the campaign

20. MOBILE DEVICE DELIVERY
• Tablet and mobile-
compatible across
multiple channels
including iPad, iPhone,
and Android devices.
• Device-compatible
formats will detect
when users are
accessing our content
on a device that does
not support Flash, and
will serve an HTML5
version of the ad unit
instead.

21. ADDITIONAL BRANDING
OPPORTUNITIES
• Custom Brand Pre-Roll featuring THE MOVEMENT PROJECT
athletes
• Custom Brand Skin on video player
• Brand messaging built into Facebook App
• Unique QR code linking to brand promotions

22. THE MOVEMENT PROJECT

23. THE CREATIVE TEAM
Our team has been responsible for creating some of
the most engaging high-quality original online video
content and generated millions and millions of unique
views for major international brands like IKEA, HP,
Hyundai, Sony, Lexus, McDonalds and others.
At the core of what we do is promote and integrate
brands into unique high-quality premium video
content without sacrificing authenticity. In short, we
produce compelling content people want to watch.

24. ELLIOTT LESTER
Director / Producer
Elliott Lester is an award-winning multi-disciplinary
director with a love for advertising. He shines as a
comedic storyteller and is well known for his action-
oriented projects across all mediums.
Most recently Elliott completed branded content for NOS
Energy Drink and the international hit film “Blitz” from
Lionsgate staring Jason Statham. He can tell a story in 30
seconds, 2 minutes, or 2 hours. This is a rare attribute in
advertising, but no doubt a valuable one as our industry
travels at a rapid rate beyond what is considered
traditional.
Elliott has done work for major brands including
McDonalds, Lexus, and Sony. He has taken home Clios,
Telly Awards, and Cannes Lions for his work.

25. KYLE LA BRACHE
Director / Producer
Kyle La Brache is an award-winning filmmaker and branded
entertainment producer who has created numerous
successful series for brands and agencies such as IKEA,
Hyundai, HP, American Express, USA Today, Netflix, BBDO,
Initiative, OMG, Break, and DECA, as well as viral
marketing content and image pieces for EMI, MGM,
Polygram, Capitol, Maverick, and Warner Bros Records.
Kyle’s work has featured many celebrity and A-list talent
including Keanu Reeves, Jane Lynch, William Shatner, Heidi
Klum, Miley Cyrus, Jeff Goldblum, Moby, Conan O’Brien, Tim
Allen, Illeana Douglas, Nick Cannon, Sarah Silverman, Jeff
Garlin, Barry Manilow, Bette Midler, Coldplay, Everclear,
Megadeth, Robbie Williams, and many others.

26. FRANZ STAHL
Composer
A former member of influential bands Foo Fighters,
Scream, Wool, and Japanese Pop star Jun Onose, Franz
Stahl is an in-demand Hollywood composer currently
writing and producing music for the commercial world.

27. DANIEL WINTER
Still Photographer
Daniel Winter is a photographer and artist based in Los
Angeles. His work has been published in GQ, Esquire, Los
Angeles Magazine, XXL Magazine, and People. He has
photographed many fashion, music, and entertainment
industry luminaries.

28. THE MOVEMENT PROJECT

29. SUMMARY
$ 500K
6 EPISODES
COMPLETE MEDIA PLAN
PROVIDED ON REQUEST

30. CONTACT
SEAN RYAN
Catapult Digital Sales
sean.ryan@catapultdigitalsales.com
917 • 270 • 6908