Before any famous athlete signs with Nike or Visa, somewhere a small business believed in their dreams. Facebook wanted to highlight those who make the big names starring in big games possible: the small businesses who use our tools for success, and who support their community teams from day one. So when the world tuned in to the World Series in October of 2022, Facebook made small businesses the all stars.

(*This was also the first time I had to direct an entire production (scout / shoot / editorial) completely remotely due to COVID restrictions.)

“Smallest Sponsors”
Director: Michael Medoway, Golden LA

2022 One Show Film Shortlist

Other elements of the campaign :

Website we created, where people could connect with and support small businesses in their area.

A webpage promoting support for small businesses and athletes. The top section shows a young athlete in a helmet playing baseball, with a caption about small businesses behind athletes. The middle section discusses small sponsors with an image of a sign for a building supply store and a baseball field in the background. The bottom invites support for small businesses with a 'Create a Post' button.

Editorials showcasing the businesses involved

Photo of three people standing inside a bowling alley, smiling at the camera. The woman on the left has long dark hair and is wearing a black top. The man in the middle is older with white hair, wearing a light-colored shirt with the DiDonato logo. The man on the right has short hair, wearing a black polo shirt with the DiDonato logo. The background shows bowling lanes and scoring monitors.

Custom league jerseys I created for the shoot

Yellow T-shirt with blue text that says 'Sprinkles ICE CREAM SHOPPE' on the front, and the back has blue text with 'SPRINKLES ICE CREAM SHOPPE' and the number 25.

Props from Adweek

A youth baseball game at a field, with players in yellow jerseys and helmets, some gathered around a home plate, surrounded by trees.
A young girl in a yellow sports jersey and helmet stands on a baseball field holding a bat, with trees in the background.

Results