The Challenge & Response
During the season’s lull between regular season and playoffs social media engagement falls to its lowest point of the year. The league wanted to keep the players active with the brand and hold their attention between the distractions of school and friends. We created a scripted video content series combined with live event capture. The scripted videos were developed as a 5-part video series that reflected their multilayered lives — at home, school, with friends and team culminating with a brand anthem. Event capture was used to show off game and activation highlights to increase physical and social engagement of players, parents and coaches at national events.