The Concept Farm, ESPN “The Season of the Fan”

Starting June 8, ESPN is kicking off ESPN25 — the network’s 25th Anniversary celebration, which has been dubbed “The Season of the Fan.” The summer-long event will feature special programming with a big focus on fandom, thanks — in large part — to New York creative/production boutique The Concept Farm.

Fans Star in Concept Farm’s ESPN Ads

The Concept Farm launched a 30-second teaser spot on May 9 that pictures individual fans in various settings to the tune of Queen’s rock anthem, “We Are the Champions.” An onscreen super says the “season” begins June 8.

Concept Farm Launches Production Arm

New York creative/production hybrid The Concept Farm has announced the launch of a dedicated production division, the Production Farm, to handle projects for outside agencies and other clients. the farmers have long shot their own spots for clients that include ESPN and the History Channel International. The agency’s “In Case You Missed It” campaign for the latter earned a Gold Pencil at the 2002 One Show.

Concept Farm Targets Casual Bowlers

The Concept Farm aims to lend bowling some of the retro-allure that resurrected disco and the lava lamp in a campaign for the Bowling Proprietors Association of America that declares, “Bowling is back.”

Nature’s Ad Space

With ads now covering almost every surface imaginable, one New York agency has claimed what we can only hope is the last untapped expanse: the heads of bald men. BaldBoards (see is a new division of The Concept Farm that transforms hairless men into marketing ploys, using stencils and paint.