ALWAYS MORE.
NEVER LESS.
To speak to a fan base like no other, we told a story unlike any other in the NFL. We began with the fans. They named the team after Edgar Allan Poe’s “The Raven,” so we knew they understood the dark side of chasing glory. We leaned into that darkness and created a modern-gothic look and feel that balanced beauty with intimidation, and a mantra that became a standard for the city, the team, the organization, and the fans.
To ignite the new brand we created a 2-minute anthem, voiced by franchise legend Ed Reed. The film was teased in chapters on social, building up to the full release for the Raven’s week 4 rivalry game against the Pittsburgh Steelers. We then scaled the story beyond social to OOH, in-stadium signage, full page print ads in The Baltimore Sun, co-branded graphics with industry partners and game day print materials — setting the tone for the new brand throughout 2018/2019 season.
CASE STUDY
ANTHEM FILM
EXECUTIONS
EXCLUSIVE Player Shoot
I had the privilege of personally capturing player photography during the video shoot. A few selects of Judon, Mosley, Yanda, and Tucker are here below.
