For the young people of New York Scores, soccer, poetry, and service open doors to confidence, mentorship, and community. Code and Theory brought that mission to life in “Find Your Feet,” a 60-second spot developed for the inaugural NYFAi competition. 

Through LTX Studio, the agency transformed a nonprofit brief into a cinematic story of empowerment—capturing both the spirit of the New York Scores students and the overall vision of the nonprofit organization.

Introduction

Code and Theory, a digital-first strategic agency, took on the first-ever NYFAi competition—an industry partnership between the New York Festivals Advertising Awards and Lightricks’ LTX Studio. The competition challenged participants to create an original 60-second spot for a mission-based nonprofit organization, with LTX Studio serving as the primary creative platform for content generation. 

The agency picked New York Scores—a unique nonprofit that combines soccer and poetry to serve underserved youth across New York City's public schools. As New York Scores’ Executive Director John Riordan explained, “[New York Scores] creates access where there isn’t.” 

Code and Theory made it their mission to raise awareness of New York Scores by creating a stylized, cinematic spot that showcased the organization's impact while giving the Code and Theory creative team a unique opportunity to explore an AI-first workflow.

The Challenge

How can such varied, powerful ideas be communicated in just 60 seconds? Code and Theory knew they needed to capture New York Scores’ mission in a way that resonated with both donors and students.

Along the way, Code and Theory encountered several interconnected challenges that demanded an innovative approach:

‍Communicating a Complex Mission

New York Scores operates at the intersection of sports, literacy, and mentorship—a multifaceted mission that requires thoughtful storytelling techniques to deliver with clarity. As Riordan described it, ‘Our young people do not have access to the biggest game on the planet. They don't have access to coaches like they do in the suburbs... it's access, it's confidence, it's teamwork, it's offering them mentors, it's offering them the opportunity to kind of make the most of their education."

‍Creative Authenticity

The challenge extended beyond a simple explanation—the spot needed to reflect back the organization’s unique approach to solving inequities in access.The Code and Theory team recognized that to get the message across, they had to create a piece that felt less like an ad and more like a living, breathing story—something as colorful and innovative as New York Scores itself.

‍Resource Constraints

Operating within the competition’s guidelines meant no on-site filming, traditional production cycles, or large budgets. The team had to deliver a high-quality output while working efficiently and cost-effectively.

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The Solution

According to Code and Theory’s Creative Director Jon Sontag, the team's approach was comprehensive:

"We've been finding a lot of different ways to work which is cool... it's been fun to just poke at like, every single little corner of the platform and really get the most out of it."

Leveraging LTX Studio as their central creative engine, the agency used a range of tools within the platform to address each challenge.

Consistent Character Creation

Using LTX Studio’s Actor Generator workspace, Code and Theory created consistent characters with visual consistency across the entire 60-second advertisement. This consistency was crucial for maintaining a cohesive narrative and authentically representing the students and community that New York Scores serves.

‍Cinematic Movement

Motion tools available throughout the LTX Studio platform enabled the Code and Theory creative team to iterate while enhancing cinematic movement. These tools elevated the production value while maintaining efficiency and cohesion throughout the collaborative process.

Audio Integration

As a nonprofit that leverages poetry to empower their students, audio integration was central to the spot’s success. LTX Studio offers native audio capabilities, including a library of searchable soundtracks, sound effects, and voiceover tools. The integrated audio in the final New York Scores spot played a major role in delivering an emotionally resonant story.

The Results 

The collaboration between Code and Theory and LTX Studio delivered success in various areas:

• Award Recognition: The campaign "Find Your Feet" earned Code and Theory the Bronze Tower Award at the NYFAi competition, competing against industry leaders and demonstrating the effectiveness of AI-enhanced creative workflows.

• Enhanced Creative Output: The collaboration between human creativity and AI-powered technology elevated the final concept beyond the original vision, proving that AI tools can enhance rather than replace human creative thinking.

• Professional-Grade Results: The campaign demonstrated how LTX Studio enables agencies to iterate faster, reduce costs, and achieve cinematic results without compromising storytelling quality.

• Mission Amplification: The final advertisement successfully elevated New York Scores' visibility by showcasing its mission through a powerful, unique format that authentically represented the organization's values and impact.

The Impact

Part of what makes this spot powerful is how it embodies the values that New York Scores stands for. Rather than simply telling viewers that New York Scores blends poetry and soccer, the spot itself is colorful, poetic, and expressive—showing rather than telling the mission through visual expression.

By treating AI as a creative partner rather than a replacement for human creativity, the team created a compelling narrative that authentically represents New York Scores' mission while working within tight constraints.

As marketing and advertising teams continue to explore AI in their workflows, this kind of collaboration offers a roadmap for creative teams interested in exploring how AI-powered workflows can enhance their creative output.

Interested in how LTX Studio can support your next campaign? Join the community of agencies pushing the boundaries of what’s possible in advertising today.

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