How Will Amazing Happen?
One night, Brian McCormack and I were offhandedly brainstorming ideas for promoting Vision Night, the launch site for the year's youth events. We both expressed affection for the NBA's long, single-camera-angle commercials in their "Where Will Amazing Happen" campaign, and we realized that the concept translated perfectly into what we were trying to accomplish - a series of buzzy viral videos that students could email around. We launched a number of different versions, but these two were the strongest - Brian making a shot from the stage to the basketball hoop, and a video from worship the previous year adapted to this purpose.
It wasn't the only video we shot to launch the year (see here and here), but it was the simplest, and it turned out to be one of the most effective. The best part about it was spending ten minutes launching seventy-foot shots at the indoor hoop and realizing "y'know? this is actually my job."