Boston marathon spots
The Boston Marathon is more than a sporting event; it is a cherished tradition celebrating the human spirit. From amateur athletes pushing the limits of their endurance, to charity runners championing a personal cause, the crowds that stream down the course on race day are a testament to community, resilience, and love. Over nine years creating content for John Hancock’s sponsorship of the Boston Marathon, I had the opportunity to chronicle many moving stories that take place around this historic race. These projects led to some of the most rewarding moments and collaborative relationships of my career. Below are just a few of my favorite pieces made in support of this sponsorship program.
“Cheers, Boston” - TV Spot
About The Project
In 2023, John Hancock announced it would not be continuing its sponsorship of the Boston Marathon, ending a partnership that had lasted almost forty years. As John Hancock developed the communications strategy around this transition, it was imperative that we reassure the local community that we remained committed to the city and that we pay homage to the ten year anniversary of the Boston Marathon bombings. In crafting our final sendoff to the running community and local partners, I wanted to pay tribute to the special bonds that have been forged through the race – from family members running in tribute to a lost loved one, to charity teammates supporting each other through grueling months of training, to perfect strangers who become lifelong friends as they help one another across the finish line. As time goes on, those relationships grow deeper even as they evolve into new chapters. Through this tender scene between two “running buddies,” we were able to subtly signal our sustained commitment to the local community while celebrating the significant achievements of the sponsorship program, which raised over $500 million for area nonprofits.
Creative Team
John Hancock Team
Copy/Concept: Dave Walker
Creative Director: Kelly Deppisch
Producer: Pete Tran
Production Team
Production Company: Stept Studios
Director: Dave Walker
AD: Jeremy S. Collins
Production Design: Larry Sampson (Devilfish Productions)
Line Producer: Brett Phillips
DoP: Dan Kennedy
AC: Asa Reed
Gaffer: Shawn Gauvain
Grip: Georgia Pantazopoulos, Jake Fay
Sound: Djim Reynolds
HMU/Wardrobe: Courtney Kilmartin
PA: Maya Raman
Cast
OCP 1 “John”: Kevin O. Peterson
OCP 2 “Dana”: Alexis Savage
Post-Production Team
Editor: Dave Walker
Original Music: Daniel Reguera
Colorist: Rob Bessette/Color Refinery
Audio Mix: Michael Letourneau
Finishing Touches - TV Spot
About the project
This was a thirty second spot produced to play leading up to and during the 2020 Boston Marathon Race Day broadcast on WBZ CBS Boston. Shot on location at New England Flag & Banner in Woburn, MA, the commercial documents the painstaking fabrication of the Boston Marathon “Break Tape” – the ribbon that is held across the finish line for the winner to cross – a fitting symbol for John Hancock’s stewardship of this historic race.
Creative Team
Director: Dave Walker
Producer: Melissa Johnson
Production Company: Windy Films
DP: Dan Kennedy
Art Director: Isabel Bonenfant (John Hancock)
Copywriter: Ricky Mahoney (John Hancock)
Color: Lez Rudge (Chimney)
Compositing: Zero VFX
Voice Over: Kimberly Colbourne
Sound: Michael LeTourneau (Soundtrack Group)
Music: HiFi Project
vitality marathon team
About the Project
The Boston Marathon isn't just a competition for elite runners. For 125 years, it's provided the stage for ordinary people to become extraordinary. Building on the inaugural Vitality Customer Runner's Program, we sent this video invitation to select John Hancock Vitality customers, encouraging them to apply for a bib to run in the 2023 Boston Marathon. Forty were selected to run based on their video submissions, in which they shared their reasons for running. Some of these video submissions are incredibly inspiring with people from across the country sharing personal health transformations, cherished causes, and memories of lost of loved ones. Inspired by some of the famous locker room speeches of classic sports movies, the video features Greg Meyer, 1983 Boston Marathon champion and the coach of the Vitality Marathon Team as he tells these prospective runners that they have what it takes to cross the finish line.
Creative Team
John Hancock Team
Copy/Concept: Dave Walker
Creative Director: Kelly Deppisch
Art Director: Lorenzo Quiñones
Producer: Pete Tran
Production Team
Director: Dave Walker
AD: Brett Phillips
DP: Dan Kennedy
AC: Jeff Olive
Gaffer: Shawn Gauvain
Key Grip: Milana Gurt
Sound: Sean Slaughter
Post-Production Team
Editor: Dave Walker
Original Music: Emile Fares
Colorist: Rob Bessette/Color Refinery
Audio Mix: Michael Letourneau
Cast
Coach: Greg Meyer
Runners: Courtney Busby, Peter Bodenstab, Steve Dinis, Grace Quinn, Ipsita Malick, David Krantz