Building Hockey Heroes

In a new black and white spot for Chocolate Milk, Greenpoint Pictures‘ directing duo The Hudson Dusters get up close and personal with the NHL’s Zach Parise. Working with Deutsch NY, the pair use intimate moments with the hockey star in a new spot to show how Chocolate Milk is the fuel that powers Parise’s drive to be the best of the best. It is, after all, scientifically proven that Chocolate Milk builds hockey heroes.

“We wanted to shoot Zach in a much more intimate and personal way than we are used to seeing hockey players,” said The Hudson Dusters. “We wanted to put viewers in the mind of Zach Parise and make them feel the speed and power of professional hockey. Zach helped take the spot to another level with his natural performance and his incredible skill on the ice.”

The 30-second spot focuses on Parise as he does extra work on the ice, using stunning, stylized imagery to convey his grit and determination as he practices solo in a shadowy and hushed hockey rink. With a history of directing documentary-style sport spots, The Dusters are always keen to push the envelope in shooting sport, finding increasingly beautiful and unique ways to convey athleticism on film. The campaign for Chocolate Milk starring Parise is no exception. The duo successfully capture real and beautiful moments of physical exertion, as well as superb hockey skill, to tell the vivid, powerful story of an elite athlete dedicated to gaining an edge over his sporting peers. By showing Parise push himself to be better, to outwork the competition, the spot inspires viewers to become stronger, healthier and more aware of their own bodies with the science-backed power of Chocolate Milk behind them.

“Built with Chocolate Milk, Zach Parise”

Agency: Deutsch, New York

Partner/Chief Creative Officer: Greg DiNoto

Group Creative Director: Bernie Hogya

VP/Creative Director: Ron Wachino

Senior Copywriter: Alex Waxman

ACD/Art Director: Dan Read

SVP/Director of Broadcast Production: Joe Calabrese

VP/Senior Producer: Crissy Cicco

Digital Producer: Kristina Trimmer

Senior Art Director: Yoko Fujita

Production Company: Greenpoint Pictures

Director: The Hudson Dusters

Executive Producer: Michael Kuhn

Director of Photography: Joe Zizzo

Head of Production: Tatiana Rudzinski

Line Producer: Luke Stevens

Editorial: Greenpoint Pictures

Editor: Logan Roos

Post Producer: Leanne Hauser

Post Facility: Company 3

Colorist: Tom Poole

Online Editor: Tom McCullough

Producer: Julia Newland

Music: Q Department

Composer: Drazen Bosnjak

Creative Director: Drazen Bosnjak

Producer: Zack Rice

Audio Post Company: Sonic Union

Engineer: Steve Rosen