2010 proved to be an especially creative and fertile year for the Scott family and associates. One of its best pieces was Puma's "Hardchorus Song Contest," out of Droga5, directed by Jake Scott and featuring lovable bloke choirs from around the world in a sing-off of cheesy tunes. RSA also teamed with DDB London and Tribal DDB on the follow up to the award winning Phillips Carousel, "Parallel Lines." The online effort consisted of five compelling films revolving around the same dialogue, directed by five RSA talents. Carl Erik Rinsch's contribution, the spectacular sci-fi thriller "The Gift," went on to win the first Film Craft Grand Prix at Cannes. Among the shop's other unusual projects was "Bud House," an online reality show produced with DDB Chicago to promote the World Cup. The effort brought together 32 passionate soccer fans from around the world to watch the tournament in the same South African house. RSA's Little Minx division, run by Rhea Scott, further dimensionalized the portfolio with unconventional projects like Mother New York's New Balance 365 campaign. Directed by Jesper Kouthoofd, the campaign gave users a daily dose of "balance" in daily mini films that woke them up via an iPhone alarm app. The gaming world also provided much inspiration to the LM team: the shop was behind the "Bright Falls" webisodes promoting Xbox's "Alan Wake" vidoe game, written and directed by Phillip Van, and Herve + Francois, two of the talents behind the Academy Award-winning Logorama short, shot an action-packed 20-minute short promoting Ubisoft's "Ghost Recon" franchise. Features-wise, RSA talents debuted a host of new films via film division Scott Free, including "The Real Robin Hood," Ridley Scott's interpretation of the classic tale, and "Welcome To The Riley's," Jake Scott's latest, starring Kristen Stewart and James Gandolfini.