The idea for this campaign was to develop a mascot for ESPN’s X Games. The idea was to incorporate a paramedic as the “spokesperson” for the event to help contexualize how dangerous each extreme sport truly is. To form the groundwork for what this character believes in, a TV spot was developed that entailed the paramedic’s position on X Games as a whole. Print ads were also developed to flesh out the overall tone and create a campaign of “anti-ads”.
