Santiago 2023 Campaign
“Sport Lives in You”
A new group of athlete Ambassadors are uniting as Team Panam Sports for the second time in history ahead of the Santiago 2023 Pan American Games. My colleagues and I at Panam Sports are excited to launch our premium commercial and campaign to get fans excited about the Games that begin this October in the Chilean capital. We hosted a photo and video shoot with 10 athletes in Santiago in January 2023 over the course of two weekends, using our own talents to help direct the commercial while an outside production agency filmed the spot and captured extra content to fill out the campaign.
The first athletes representing Team Panam Sports shined at Lima 2019 after a successful campaign increased their star power while raising more awareness and interest in the Games themselves (Click here to read more about the first Team Panam Sports campaign). All participating athletes received a boost of at least 5,000 more followers on social media and we believe the new athletes for Santiago 2023 will experience even greater increases in their digital impact given the expanded nature of this year’s campaign.
The official commercial seen above is more story-driven than our previous Team Panam Sports ad, showing that sport is not just for legendary athletes, but also for everyday people. These athletes inspire us to bring out the best in ourselves in different situations we face in our daily lives. The message is simple — Sport Lives in You (El Deporte Vive en Ti). We also conducted photo shoots with each of the athletes in their sporting environment, a studio and in iconic locations throughout Santiago. We recorded promotions with each of the athletes telling fans to watch the Games on the Panam Sports Channel, as well as individual social media capsules to build out a much larger campaign that engages people across the continent.
Lastly, my colleague Alejandro and I conducted a lengthy video interview with each of the athletes that will be featured on the Panam Sports Channel during that athlete’s specific promotional week. The interviews I conducted were entirely in Spanish and the athletes applauded me for my understanding and command of the language, as well for my thought provoking and detailed questions.
Although we hired an outside agency to propose concepts and execute the commercial, my team and I had a large role in defining the final storyboard and actions of every athlete that would be seen in the commercial. I developed the main messaging of the campaign, helped direct and lead the actors and athletes in many of their scenes and provided insightful feedback during the editing process. I also directed the photographers and social media capsule videographer on how to execute the individual athlete pieces. Although I had a less hands-on role in the development of this campaign than with the original Team Panam Sports campaign for Lima 2019, I still found ways to make an impact and improve the final product every way I could.
I will update this page with the impact of the campaign on Santiago 2023, the Panam Sports Channel and the athletes’ social media following the conclusion of the campaign.
Rebeca Andrade - Gymnastics (Brazil)
Anderson Peters - Javelin (Grenada)
Marco & Esteban Grimalt - Beach Volleyball (Chile)
Marileidy Paulino - 400m (Dominican Republic)
Maggie Mac Neil - Swimming (Canada)
Daniel Dhers - BMX Freestyle (Venezuela)
Agustina Albertario - Field Hockey (Argentina)
Alejandra Orozco - Diving (Mexico)
Angelo Caro - Skateboarding (Peru)