An AI-generated ad shows how sport and poetry transform youth's lives
- ClientSCORES Network
- IndustryNon-Profit & Institutional
- ServicesMarketing · Customer Experience · Branding
- CapabilitiesAI · Creative Technology & Emerging Platforms · Content strategy · Customer Experience
See how SCORES Network clarified its story for every audience
SCORES Network brings together soccer, poetry, and service learning in a way that’s hard to summarize in a single, familiar category. That uniqueness is its strength, but it can also make it difficult to communicate clearly and consistently to educators, funders, and kids who each need a different entry point. The organization needed a story that could hold all three elements together without diluting what makes the program special.
This case study explores how Code and Theory helped shape a clearer narrative and a more cohesive way to show the program in action. You’ll see how positioning, storytelling, and experience design work together to make the mission feel tangible for different audiences. Along the way, it introduces how a campaign system can keep the message recognizable, flexible, and ready to grow.
Key Takeaways
Improved the SCORES Network digital experience with a technology-first creative approach
Aligned creative and engineering to deliver a cohesive, scalable platform
Strengthened the brand’s online presence through a more modern, consistent user experience
Enabled smoother content and feature evolution by building with long-term flexibility in mind
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. We also delivered a refreshed visual identity, reusable storytelling assets, two mini-campaigns (Field Notes and Keeping Score), and 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 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.
Directing the visuals
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 Studio, we built a library of visual elements—from soccer goals to buildings and trees—in a consistent look and feel. That gave us the flexibility to mix, match, and build distinct yet unified environments across the film and beyond.
AI was critical to everything we created, but it was 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.
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 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 shows how mission-driven organizations can compete with major brands on storytelling quality and visual impact.
For 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.
Building consistent characters and worlds
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.
“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.”
What We Did
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 of the New York Festival's Inaugural AI category
“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.”
Bringing SCORES Network’s vision to life
This work for SCORES Network brings together Code and Theory’s technology-first creative approach with a clear focus on delivering what the project needs.
The result is a cohesive foundation that supports what comes next, with decisions grounded in both code and creative thinking.
In the Press
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newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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