State Street asked us to create a campaign that brings to life the resilient nature of mid-cap companies. What we are advertising here is a MidCap fund called MDY.

So we came up with a simple idea that everyone can relate to. We all get knocked down at some point. It’s what happens next that counts.

And to visually represent this idea, we are using a boxing metaphor with one of the best boxer of all time, Sugar Ray Leonard.
State Street Global Advisors / McCann NY
Director: Henry-Alex Rubin
DP: David Devlin
Editor: Jason Macdonald
Production: Smuggler
VFX: Preymaker
Colorist: Adam Scott
Mix: Rob Fielack
VO: Sugar Ray Leonard
Print Photographer: Carlos Serrao
Retoucher: Elizabeth Moss / Rare Digital