ESPN raids the archive for IWD

To announce ESPN’s new slate of original programming for Fifty/50, an initiative commemorating the 50th anniversary of the passing of Title IX, Arts & Letters Creative Co. have hit the vaults to splice footage political action with sportswomen showcasing their talents.

by Jamie Madge on 8^th March 2022

ESPN – ESPN presents Fifty 50

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Agency Arts & Letters/Richmond

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Credits

Agency Arts & Letters/Richmond
Executive Creative Director Charles Hodges
Creative Director Molly Jamison
Creative Director NJ Placentra
Executive Producer Temma Shoaf
Executive Producer Calleen Colburn
Creative Lillian O'Connor
Creative Brett Simone

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Believe it or not, it's been a mere 50th years since the passing of Title IX, the US federal civil rights law that prohibits sex-based discrimination in any educational institution that receives federal funding, and gave women the equal opportunity to play.

To celebrate this milestone, ESPN has created Fifty/50; an initiative of exciting content and experiences, including female-directed documentaries, short films and newscasts, that are set to air on the network in June, all of which will explore stories at the intersection of sports, culture and women’s fight for equality.

Promoting the initiative, ESPN and creative partners Arts & Letters Creative Co. have raided the archives to splice together a thrilling trailer that not only highlights the struggle but also showcases the successes of the past 50 years.

Narrated by Tessa Thompson, using the 37 words of Title IX as a script, the film features some sublime editing and image manipulation by Cosmo Street Editorial's Marlo Caine, merging sports in a Nike-esque fashion to create dynamic and compelling visuals.