100% AI-Generated Ad Shows How Sport and Poetry Transform Youth Lives
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AI strategy, development and execution
Branding and positioning Campaign strategy
Creative development
Copywriting
Content production and animation
The SCORES Network empowers kids 5–14 in underserved communities through soccer, poetry and service learning. They become “Poet-Athletes,” building strength, confidence and leadership on and off the field. It’s a launchpad for self-expression, critical thinking, and leadership. The impact is real, but hard to explain from the outside. The organization needs to emotionally connect with educators, funders and kids to show how this unique mix strengthens children and community.
What began as a pro bono project with Code and Theory became an award-winning AI experience and the anchor of a brand campaign for SCORES Network. Code and Theory built the campaign around a simple truth: for kids to find their way, they first have to find their feet. When they do, they find so much more than balance — they find themselves. We crafted a story of transformation through sport, poetry and mentorship, told from a kid’s POV and punctuated with poetry from real “Poet-Athletes.”
Impact
- Proved that a nonprofit can achieve enterprise-quality storytelling — launching a cinematic, AI-powered brand film in just four weeks that redefined SCORES’ voice for the future.
- Using LTX, Adobe, ElevenLabs, Vercel V0, and more, our team produced 2,000+ frames, scripts and a custom AI-assisted font — showing how technology and craft accelerate impact without compromise.
- Winner: New York Festivals Inaugural AI category
Press
- Sport and Poetry Transform Youth Lives in SCORES Network's AI-Generated Spot | Little Black Book
- AI-driven campaign unites sport & poetry to inspire youth growth | CMO Tech
- AI-driven campaign unites sport & poetry to inspire youth growth | E-commerce News
- AI-driven campaign unites sport & poetry to inspire youth growth | CMO Tech Canada
- AI-driven campaign unites sport & poetry to inspire youth growth | E-Commerce News Canada
SCORES helps kids step into confidence, find their voice and transform their communities. This campaign captures that spirit and shows the world what we see every day.
Pushing AI to its Limits
Built entirely with generative AI tools, Code and Theory delivered the film in just four weeks without sacrificing storytelling or heart. Nearly 2,000 frames were created, alongside an original poem, character studies and even a custom font inspired by real words.
What would have required a six-figure budget and months of production is now achievable in weeks for a fraction of the cost. This campaign proves that mission-driven organizations can now compete with major brands on storytelling quality and visual impact.
For unique character creation, we transformed a single still image into a 360° video spin, then broke it down into frames. From there, we composited the character’s face onto every generated scene and pushed it back through LTX to achieve seamless consistency across every angle.
After sourcing pose references that captured the energy and actions we were looking for, we ran those images through LTX with our character design layered in, generating striking base visuals. We also pulled from real New York street photography, making sure every detail felt authentic.
After hand-painting a single phrase on paper, we used LTX to ingest the typography and generate 30+ new phrases, resulting in a custom font.
We didn’t just generate scenes — we directed them like a film set. By scanning through countless camera perspectives, we treated each moment with the eye of a cinematographer and art director, curating shots until every angle matched the story and aesthetic we wanted to tell.
With LTX we were able to create a library of visual elements, from soccer goals to buildings and trees, all in our look and feel. This allows us to mix, match, and build distinct yet unified environments across the entire film and beyond.
AI was critical to everything we created, but it was all crafted with a human touch. We'd start with a striking base image, then add modular background elements in our custom visual language to match the film’s tone. Finally, we layered in artistic touches — paint, ink drops, trees, textures — each placed with intention to add emotional depth and story texture.
A Campaign Toolkit Built to Scale the Brand
What started as an experiment for New York Festivals with LTX Studio has evolved into a full campaign. Alongside the film, Code and Theory delivered a suite of assets for social, OOH, print and broadcast. Code and Theory delivered a refreshed visual identity, reusable storytelling assets, two mini-campaigns (Field Notes and Keeping Score), alongside a library of templatized poetry-style posts.
The campaign shows how AI, guided by human creativity, can accelerate production while amplifying impact. It represents the latest evolution in Code and Theory’s 20+ year journey of pioneering creative systems. Since 2001, Code and Theory has consistently pushed boundaries in technology-driven storytelling, and AI represents our most transformative tool yet for democratizing high-quality creative work.
The new system is designed to last, laying the foundation for SCORES to scale globally, including storytelling opportunities around the 2026 FIFA World Cup. Founded in Washington, D.C., by a public school teacher, the SCORES Network initially expanded to more cities with a grant from the 1994 World Cup. SCORES now operates in 13 cities across the U.S. and Canada and reaches over 25,000 young people annually.
AI made the process faster, but the heart of this work remained entirely human. The story, the craft, the care — that's what makes Find Your Feet powerful.