CHICK-FIL-A

CONFERENCE VIDEO SERIES

Project Objectives:

• To produce a creative, impactful, narrative film series to support the live event program for the Chick-fil-A Ascend conference.

• To create engaging films that open and close each day of the conference, reinforcing alignment between Chick-fil-A Directors and the spirit of the organization.

Creative Synopsis:

To create videos that were engaging and memorable, we took a creative approach to the content. With "Ascend" as the conference theme, we reinforced the idea of upward movement through a central metaphor and visual motif: team cycling.

Team cycling is a natural fit for the content, direction, and goals of the Ascend Conference. Before each race, a road captain sets the vision for the course, plotting the path toward achievement. During the race, every rider has to dig deep, summoning the grit to climb the hills, push through adversity, and reach the goal. We identified these parallels between the world of cycling and the world of Chick-fil-A Directors, and wove the two together throughout the films.

Each day's opener and closer videos carried specific messaging goals. We kept our Chick-fil-A leaders and the parallel cycling content aligned to those goals, ensuring the interviews reinforced the intended message points throughout.