SCORES and Code and Theory Launch 100% AI-Generated Ad to Showcase How Sport and Poetry Transform Youth Lives

Generative AI becomes the great equalizer for non-profits.

AI generated video, created by Code and Theory, shows the story of thousands of young Poet-Athletes who discover their voice through poetry and find belonging on the soccer field.

The SCORES Network, a nonprofit that serves underserved youth through after-school programs that blend soccer, poetry and community service, has partnered with creative and technology agency Code and Theory to launch “Find Your Feet.” 

The campaign puts youth voices front and center through a cinematic animated film showing how teamwork, creativity and community help young people build lasting confidence.

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.

Told through the eyes of Marcus, a fictional Poet-Athlete, the film follows a lonely inner-city boy who discovers his voice through poetry, finds belonging on the soccer field and eventually becomes a mentor for kids like him. Rooted in the real experiences of SCORES youth, the story demonstrates the transformative power of creative expression and community.

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 and two mini-campaigns (Field Notes and Keeping Score) to a library of templatized poetry 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.

"Field Notes," created by Code and Theory, showcase the leadership and community spirit that grows through SCORES' soccer, poetry, and service programs.

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. 

“SCORES helps kids step into confidence, find their voice and transform their communities” said John Riordan, Executive Director at New York SCORES. “This campaign captures that spirit and shows the world what we see every day. Find Your Feet is stepping onto a larger stage, showing how sport and poetry continue to empower the next generation.”

Code and Theory’s Chief Creative Officer Craig Elimeliah says: “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. It’s a proof point of what happens when technology and human creativity come together for good.”

About the SCORES Network

The SCORES Network empowers youth to lead healthy lives, engage deeply in school, and have the confidence and character to make a difference in the world. SCORES’ award-winning after-school soccer, poetry, and service program reaches more than 25,000 young people, known as “Poet-Athletes.” Founded in Washington, D.C., in 1994, SCORES was the first ever grantee of the 1994 World Cup Legacy Fund and has since expanded to serve Poet-Athletes in 13 cities across North America. Learn more at scoresnetwork.org 

About Code and Theory

The Code and Theory Network is the only technology and creative network with a balance of 50% creative and 50% engineers. Our unique makeup makes us the place where CMOs, CTOs and CIOs come together to drive results for their businesses. We partner with our clients to redefine what is possible to create lasting impact and drive long-term growth. Part of Stagwell, Code and Theory offers a global footprint and the capabilities to work across the entirety of the customer-facing journey, and implement the technology that powers it. The network includes the flagship agency Code and Theory as well as Kettle, Instrument, Left Field Labs, Truelogic, Create. Group, Rhythm and Mediacurrent. Code and Theory clients include Amazon, JPMorganChase, Microsoft, NBC, NFL and Yeti. For more, visit codeandtheory.com