Paramount Pictures




In Paramount's action comedy Baywatch, based on the TV series, devoted lifeguard Mitch Buchannon (Dwayne Johnson) butts heads with a brash new recruit while attempting to lead his team of lifeguards and save their beach from destruction. To promote the film, ESPN CreativeWorks paired Buchannon with another lifeguard recruit -- 23-time gold medalist Michael Phelps -- who was extremely determined, even maybe a little bit overqualified, to join the Baywatch squad.

The campaign highlights the new CreativeWorks techniques used to re-edit the on-air :30, in order to optimize for digital viewing behaviors on ESPN's social and mobile platforms.