David Denson

Pete Rose once said, “When you step into the batter’s box, have nothing on your mind except baseball.”

Well, ain’t that the truth?

Baseball is a psychological sport. It demands total focus.

What you do in the nets counts for nothing if you can’t take that form into a game situation. The slightest little niggle at the
back of your mind will manifest itself in your swing. And it will become your undoing.

As a kid, growing up in the Little League, it could’ve been anything from a homework assignment that was playing on my
mind, to worrying about whether or not I’d done all of the chores my momma had asked me to do. Whenever I thought
about anything other than baseball, my game always suffered.

But hey, that’s just life. Every player has to deal with those kinds of things. It’s part of the game. We’re trained to eliminate
as much of it as we can when we step into the box. The best players know how to keep life at arms length, so they can
focus on each pitch.

In high school, everything was falling into place just great. I was making a name for myself with the bat. I felt in control.

When I hit a record-breaking 515-foot home run, I thought that the sky was the limit.

I turned pro. I’d made it.

I’d become everything that I’d ever wanted to be.

Talking head of his father wearing a Brewers cap, saying how he owns five, and wears one every day, because of how
proud he is of his son.

But I wasn’t being myself. There was something I’d been keeping from everyone. And soon it began to tear me, and my
game, apart.

Some niggles can’t be blocked out.

I became afraid.

I hid my true self behind someone I knew I wasn’t. Every time I stepped into the batter’s box, it was as though there was
two of me in there. Whenever I stood in the nets, or sat in the dressing room, it was the same.

Harbouring a secret was holding me back. I realised that setting it free would be the only way I would set myself free.

When I told my teammates I was gay, I was prepared for the worst. It turned out that I wasn’t prepared for how accepting
they’d be.

Talking heads of some of his Helena teammates saying his sexuality has nothing to do with baseball, and all they care about
is how he performs in the diamond.

My mind-set transformed. My form returned. In coming out, I’d overcome the need to protect myself.

No batter’s box had room enough for two David Densons. I’m proud to say there’s only ever one in there, these days.

I know I’m still far from the finished article. There’ll always be niggles. My form is always gonna be up and down.

One thing I can be sure of is that whenever I’m out in the field, I am myself.

I’m just focused on the game. And I will let you judge me inside the batter’s box.

With pride...

I am becoming myself...

I am...

[ALWAYS IN BETA]

Myles Jones

The New Order

We open on Myles walking through the same neighbourhood he grew up in, carrying his lacrosse stick, to the tune of
Miles Davis’ So What.

Walking through the streets, he begins a monologue, as children join him, one by one. It’s all very atmospheric and
West Side Story-esque.

He takes the first line. Then the kids take it in turns to deliver each subsequent line as they join rank:

Myles: “What’s lacrosse?”

Kid #1: “I used to ask people that question.”

Kid #2: “It wasn’t something I ever used to see played in these ‘hoods...”

We pass an inner city basketball court were kids dressed in urban sporting attire are playing a casual game.

Kid #3: “Growing up, it was all football and basketball...”

We cut to a kid in his early teens practising his shots alone in another court.

Kid #4: “I’d shoot hoops day and night, ‘til I couldn’t see the backboard anymore...”

Kid #5: “I’d play football wherever there was a game...”

Kid #6: “But in the end, I decided to take a different path...”

Kid #7: “Because who wants to follow the crowd, when you can [points his finger in the air in acknowledgement
of Miles Davis coming in on the backing track] …improvise?”

Kid #8: “So, when I saw an opportunity...”

Kid #9: “I grabbed it with both hands...”

Kid #10: “And I haven’t looked back since...”

Kid #11: “Trust me...”

Kid #12: “I’m not here to make up the numbers...”

Kid #13: “I’m here to change the game...”

Myles and his entourage walk out on top of an abandoned multi story car park and begin an impromptu game of
street lacrosse.

Kid #14: “What’s lacrosse?

Kid #15: “Now people ask me that question.”

Myles: “And I’m still working on the answer...”

We transition into a pro game scenario where Myles wins a faceoff emphatically, before rifling the ball into the goal.

Nicole Gibbs

“Finding The Perfect Wave”

This film tells the story of how Nicole has found the perfect balance in her training schedule, allowing her to incorporate some
of her passions into her regime. This should particularly resonate with our met athletes who seek out variety in theirs, too.

Beat Predictability
She’s a ‘cool’ ambassador in an otherwise quite dull sport, in terms of the perception of the athletes who play it.

Consumer Insights
We’re celebrating diverse training methods, and showing that they can be fun as well as beneficial. Not just physically, but
also mentally and emotionally.

Universal Human Values
Broadening your horizons.

DISRUPTION
We’re telling the story of a female tennis player who surfs, seeking out her edge in the most unconventional places.

APPLICATION
Getting more from her training by fuelling it with another passion. As she puts it, “surfing is the great yin to the yang of
training.” It doesn’t just help her from a purely physical POV, it also helps her establish more of an emotional balance.

REINVENTION
Her surfing makes her a harder, faster and stronger tennis player, as well as a more rounded indivdual. It’s only going to
get better.

Takeout: INSPIRED

The purpose of this story is to make the audience feel excited about the potential benefits of cross-pollenating disciplines
and mixing things up.

TRAYVON BROMELL

Synopsis:
A story of epic pursuit made with small strides.

Trayvon v/o:

I see you. You’re ahead of me.

And I ain’t scared

I’ve never been scared. Even when it was all taken away from me. That stuff? That just made me smarter.

I’m excited man. It’s all up for grabs.

Experience has its place, but it’s time for something none of us have seen before.

You may see Barry Allen here, but when that gun goes off, that red suit is on and the ‘Flash’ is in town.

But I didn’t just land here from outer space;
I’ve worked all my life for the next race. And the next one. And the one after that.

And you know what? I’ve had to take more steps than everyone, but that’s taught me to hit my stride quicker than most.

That’s what’s got to me to now, running down what’s ahead of me. Smaller step by smaller step.

And I’m still just getting started.

Momentum is on my side... Time is on my side.

I am closing in...

I am...

[ALWAYS IN BETA]

Jurgen Klopp

“What Would Jurgen Do?”

This film will tell the story of Jurgen’s accelerated ascent from player to world-class manager, and how he has grown as a
person while retaining all the core values that have made him one of the best-loved names in the game.

Beat Predictability
His approach to management and training, coupled with his unique and refreshing outlook has been a breath of fresh
air to football.

Consumer Insights
Earn the respect of others through being yourself, and success will follow.

Universal Human Values
Integrity. This celebrates the virtues in setting your own agenda in life and being guided by your own principles.

REINVENTION
He made a very fast transition from player to manager. He played his last game for his club on a Saturday and became
manager on the following Monday. From the moment he switched careers, he’s been adding energy and enthusiasm to
the game ever since.

DISRUPTION
He’s not a traditional manager. He brings something new to every team he takes charge over. He’s well liked by fans of
other clubs, even bitter rivals, which is a very rare thing in football today. The football he has made his teams play has
made them all very entertaining to watch as well as successful.

APPLICATION
Klopp displays restless, borderline ruthless, endeavour. He’s always future facing - who knows what the future holds,
but greatness inevitably lies ahead.

Takeout: ASSURED
The purpose of this story is to instil belief into the audience and give them the confidence to always do the right thing.

Alexis Sablone

Growing up, I knew my folks always wanted the best for me. Mom would always be the one who made sure I stuck at it in
school. She got me into art and drawing from a very young age. I think my dad just wanted me to happy, whatever I did.
He took me to buy my first skateboard when I was ten. So I guess you could say that makes me a bit of a daddy’s girl.

Throughout my teens, all I ever wanted to do was skate. My buddies and I were constantly seeking out new locations
where we could test our skills and try out new tricks. I became obsessed with angles, textures and surfaces of spaces,
buildings and structures. I started to view my environment differently.

This new perspective fuelled my passions for science and design throughout high school. My mom was pleased. I think
deep down she probably hoped the skating was just a phase, and that I’d knuckle down with my studies and focus on
getting into college. My dad kinda agreed, but he didn’t want me to give up on something I loved.

I guess, people don’t think skaters can become academics. And academics probably shouldn’t waste their time skating.

But I didn’t want to be put in a box. So I would find a balance, and would work hard to make two dreams help to fulfil
one another.

Skating hurts. It takes it out of you every time you have to get back on your board after a fall. It requires perseverance
and dedication. But if you put in the hours, it can be very rewarding.

The prize money I won in The X Games funded my way through at MIT, where I studied architecture. It wasn’t easy
fitting in my coursework around my skating and competitions. But I wasn’t going to let go of either of my dreams.

Skating helped to make me an architect, and architecture has made me a better skater. Now I’m neither a skater, nor
an architect, per se. I’m using both my passions to design my own unconventional path.

And create something new...

Like I said before, skating can be hard. But it can also be beautiful

Footage of the iPhone in skateboard data being converted into 3D printed object.

I keep telling my folks that I’m still not sure what I want to be when I’m grown up. For now, I just want to keep growing.

I am becoming myself...

I am...

[ALWAYS IN BETA]

Ben Stokes

“Playing The Field”

This film will tell the story of Ben’s wild and explosive ascent to becoming one of the most exciting and disruptive players
in the game.

Beat Predictability
He doesn’t look like your typical cricketer, but he’s fast becoming the poster boy of English cricket.

Consumer Insights
If you’re passionate about what you do and believe in yourself, there are no limits to what you can achieve.

Universal Human Values
Passion, determination, self-belief and expression.

REINVENTED
Kiwi-born, moved to the UK and went on to represent England. He’s still proud of his New Zealand heritage - has a fern
leaf tattoo - but equally proud to play for England.

APPLICATION
His hunger for success is driven by a deep-rooted sense of self-belief. He’s worked hard at his craft from a very young age,
which has instilled a winning mentality into him, along with an unwavering desire to be the most impactful player on the field.

DISRUPTION
He can be the difference in a game. He’s cut from the same cloth as Botham and Flintoff - a true all-rounder.
He’s smashing records left, right and centre and becoming a true personality in the game, on and off the field.
He’s had his fair share of ups and downs, but has the potential to become a true cricketing legend.

Takeout: PASSIONATE
The purpose of this story is to make the audience feel Ben’s hunger, awakening their own desire to put the very most into
whatever it is they do themselves, sporting or otherwise.

BEAT PREDICTABILITY

The establishment is the unexceptional.
The pack runs together.
We are the new hunter-gatherers. Innovative. Agile. Adaptive.
Relentlessly evolving versions of our selves - better every session, every game, every race.
Revolutionising the conventional
Radicalizing the traditional.
Unleashing the unorthodox.

Because we are the new order.

WHAT IS THE BETA MINDSET?

It is more than just improvement.
It is the fire and drive that connects all athletes.
It is your reason for being, your reason for doing.
It is how you feel when you have been bitten by the bug of your sport.
It is runner jealously.
It is endorphin buzz.
It is your mind as much as your body.
It is the longing and desire to get out there again.
It is the relentless hunger to improve.
It is that gnawing feeling inside of you.
It is gender neutral.
It is sport agnostic.
It is universal.

MAKE THEM FEEL BETA

We need to create an emotional, not just rational, response to this work.
People need to feel what beta means to them (and us).
Our work should elicit an emotional response - be that happiness, amazement, inspiration, exhilaration or warmth*.

Strong emotional responses will get people sharing our content.
Emotional communication has been proven to be far more effective, than rational or combined.

We're not here to EXPLAIN beta, we want people to FEEL beta.