In a collaborative effort, New York Blood Center Enterprises (NYBCe) and Markham Yard have launched an energetic campaign titled “Extra Life” with a specific focus on encouraging youth blood donations in the post-COVID era. Acknowledging the substantial 50% decline in nationwide youth blood donations attributed to the pandemic, this comprehensive campaign utilizes elements from classic video games, strategically deployed across social media, digital platforms, video content, and print media. The primary objective is to engage young donors and underscore the simplicity of blood donation.
The campaign showcases two digital spots, “Game On” and “Power Up,” skillfully crafted by SixTwentySix and directed by Miles & AJ. These videos seamlessly blend elements of nostalgia with a contemporary touch, aiming to inspire a new generation of committed blood donors. The goal is to not only address the current decline in youth blood donations but also to instill a sense of lifelong commitment to this crucial act of generosity.
Credits
Creative Agency: Markham Yard, Miami, USA
Founding Partner / Chief Creative Officer: Markham Cronin
Creative Director: Jack Bagdadi
Senior Account Director for NYBCe: Katherine Perez
Account Director for NYBCe: Salome Berrebi
Director of Production / Agency Producer: Alec Lopez
Copywriter: Alexander Lozana
Art Director: Laura Sescun
Production Company: SixTwentySix, Los Angeles, CA
Director: Miles & AJ
Executive Producer: Austin Barbera
EP/ Head of Production: Jonny Edwards
Production Coordinator: Amber Bolden
Executive Assistant: Kate Manning
Post Producer: Dan Gilette
Producer: Jacob Goldberg
Production Manager: Carrie Bronstein
Production Coordinator: Sophia Lilla
1st AD: Marc Kelly
2nd AD: Ian Kelly
2nd 2nd AD: Hollye Swinehart
Location Manager: Adam Atenasio
Location Assistant: JP Winer
Location Assistant: Mitch McColl
Parking Coordinator: Rob the Coneman
DP: Russ Fraser
1st AC: Chevy Anderson
2nd AC: Tanice McFadden
DIT: Thomas Wong
VTR: Brian Sanchez
Editor: Miles Cable
1st Assistant Editor: Michael Duffy
Cutdown Editor: Brian Welch
Colorist: Daniel de Vue
VFX: Kevin Quinlan
Stunt Coordinator: Leo G.
Sound: Rick Cardone
Gaffer: Jay Warrior
Best Boy Electric: Elan Sherman
Electric: Bobby Swaringer
Electric: Fady Atteya
Electric: Chris Wayne
Genny Operator: Joe Chiofalo
Key Grip: Jared Hermann
BB Grip: Bryan Landes
Grip: Chris Yannaco
Grip: Dan Connelly
Grip: Foster McLaughlin
Driver/Swing: Chris Poloni
Additional Driver: Noah Yu Schifrin
Head Tech: Junction Wen
Production Designer: Roxy Martinez-Michaud
Art Director: Sonal Naroth
Leadman: Mark Hayes
Prop Master: Zelda Vyssotsky
Set Decorator: Stephanie Berumen
Set Dresser: Caroline “kit” Sheridan
Set Dresser: Ryan Isenhart
Set Dresser: Ryan Rivera
Set Dresser: Joshua Stone
Scenic: Leda Seda
Art PA/Driver: Oluyemi Finerson
Wardrobe Stylist: Savannah White
Stylist Assistant: Hannah Hurley
Stylist Assistant – BG: Shannon Gorman
Make Up Artist: Annie Johnson
Makeup Artist assistant: Callie Johnson
Hair Stylist: Justine Sierakowski
Hair Stylist Assistant: Emily Klein
BTS Photographer: Jeff Malo
HMU: Dejah Haynes
OCP 1 – Hero Male: Christopher Fiore
OCP 2 – Professor: Charmaine Lord
OCP 3 – Jock: Jonathan Cruz
OCP – Library Girl: Cecilia Kurachi
OCP – End Waving Girl: Gabriella Buga
OCP 6 – Phlebotomist: Wren Mack
Background Talent 1: Hailey Omollo
Background Talent 2: Lisneidy Cancinos
Background Talent 3: Rose McAfee
Background Talent 4: Skye Kita
Background Talent 5: Helena Koroteeva
Background Talent 6: Hamid Whab
Background Talent 7: Delon Phillips
Background Talent 8: Vincent Zaninovich
Background Talent 9: Yauhen Saldatau
Background Talent 10: Selena Dukes
Background Talent 11: Julee Kerr
Background Talent 12: Sofia Subero
Background Talent 13: Alvaro Chaez
Background Talent 14: Wei Hao Chen Ng
OCP 1G Alicia (Hero): Anastasia Martin
OCP 2G MR. Turner (Subs. Teacher): Greg Schweers
OCP 3G Lance (Hall Monitor): Nicolas Hermick
OCP 4G Teacher (Lunch Duty): Gaby Gold
OCP 5G Phlebotomist: Harper Harris
Background Talent 1: Brooke Bates
Background Talent 2: Jasmine Garvin
Background Talent 3: Jennifer Charles
Background Talent 4: Allison Bell
Background Talent 5: Ann Nguyen
Background Talent 6: Mary Thorpe
Background Talent 7: Kevin lama
Background Talent 8: Gus Ramirez
Background Talent 9: Ahmad Lake
Background Talent 10: Marc Garcia
Background Talent 11: Brian Liranzo
Background Talent 12: Cynthia Burnette
Background Talent 13: Jackie Kim
Background Talent 14: Joshua Alejandro
Background Talent 15: Stephanie Bethancourt
Publicist: Carrie Wick
PA Truck: Rich Buchanan
PA – Truck/Set: Damian Buchanan
PA – 15 PASS/Set: Chad Miller
PA: Daniel Kim
PA: Tim Lopez
PA: Serena Velarde
PA: Tim Guzman
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