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2010-05-20 13:59:10

Sports are big business in New York City, but Tool of North America Director Geordie Stephens channels the city's passion through the small-time community memorabilia store in a hilarious four-spot campaign for SportsNet NY. The spots star a pair of hapless transplanted middle easterners - Sharif and Mandif - running the "NY NY Sports Sports" collectibles and apparel shop.

In Busting Balls, the pair rants to bemused police officers that a villain is infiltrating their store each afternoon to "bust our balls." The police give chase when the perpetrator appears in a Mets jersey, deflating Yankee-themed balloons before fleeing from the store. Hoop Promotion features an ill-conceived contest, in which customers try to sink a basketball through a hoop in exchange for a prize. The balls smash into walls, knock merchandise from shelves, hit a bystander in the groin - going everywhere except in the basket.

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Client: SportsNet NY
Spots Title: Busting Balls (featured), Hoop Promotion (featured), Good Luck, Female Employee
Air Date: May 2010

Creative Consultants: Ogilvy + Mather
Senior Partner/CD: Debbie Kasher
Senior Partner/Associate CD: Arturo Gigante
EP: Patti McConnell

Prod Company: Tool of North America
Director: Geordie Stephens
DP: Joe DeSalvo
EP: Brian Latt
EP Digital: Dustin Callif
Line Producer: Katie Kilburg
Production Designer: Peter Zumba

Editorial: Peepshow Post Production
Editor: Andrea MacArthur
Producer: Sari Resnick

Color Grading: Smoke & Mirrors NY
Colorist: Ben Eagleton

Post/Effects: Smoke & Mirrors NY
CCO: Sean Broughton
Flame Artist: Philip Akka
Flame Artist: Same Caine
Producer: Paul O'Beirne About Tool
Bicoastal Tool of North America represents top-tier artists to the advertising industry. Tool's collective of talent includes: directors, photographers, cinematographers, technologists, mobile content creators, and video game creatives. This diverse talent pool affords Tool the ability to serve as a resource for agencies across commercial and digital productions, packaging the best creative teams available to develop compelling advertising with our agency partners.

More info: TRUST 646 452 3388 (NY) 310 451 5153 (LA) trustcollective.com