Winner of the 2024 SVG College Sports Media Awards for Best Social Media Video
Overview
In a landscape where resilience meets ruggedness, the America East Conference stands tall as a testament to the indomitable spirit of collegiate athletics. Tasked with capturing this essence in a rebrand video, we embarked on a journey to showcase the grit, determination, and raw beauty of the Northeastern collegiate sports scene.
Outcomes
Build a consistent brand voice and visual support structure based on high energy graphics, leaning on the pride of the America East. This was distilled into an award-winning manifesto film, and revitalized the brand into a consistent, strong voice among collegiate athletics. The success of the film was evident in the market's response, with widespread praise and engagement elevating the America East Conference to new heights. This culminated in the prestigious Sports Video Group Best Social Media Video award for 2024, affirming the impact and relevance of our work. By championing their story on the national stage, we have helped solidify their position as a formidable force in collegiate athletics, leaving a lasting impression for years to come.
CREDITS:
Agency: Legend Labs
Agency Producer: Chris Hunt
Creative Direction: David Rickles
Copywriting: David Rickles
Editing: David Rickles
Art Direction: Adam Schmisek, David Rickles
3d Animation: David Rickles
Brand Development Process
Researching what makes the America East unique was foundational, yielding several ownable, actionable insights to build the brand from. This lead to the crafting of a solid foundational positioning to work forward from.
We believe in the Complete Student-Athlete. A student-athlete that ranks academically among the best in the nation, pushing the boundaries of excellence and establishing a foundation for the rest of their lives. A student-athlete that competes at the highest level of the NCAA and embodies the region they represent; defined by hard-work, grit, determination, and a will to succeed.
Brand Maxims
True Grit
Shoes aren't just footwear—they're worn-out badges of honor, telling tales of daily battles and sprints to dreams. Grit isn't just a trait; it's a living, breathing force that grows with each sunrise-to-sunset journey, testing mettle both on the field and in the classroom.
Limitless
The America East is a landscape where ambition isn’t just on the field. Here, Degrees in Bioinformatics dance with aspirations for PhD's, all while balancing on the tightrope of vibrant social lives. It's not just about climbing academic mountains; it's about scaling urban sidewalks and conquering rural trails. Out here, diversity isn't a buzzword; it's the heartbeat of ambition.
Fearless
Forget entitlement; here, everything is earned through intense commitment. Failures aren't scars; they're badges that pave the way for seizing the next big opportunity. This is not just a journey; it's a deliberate, purposeful stride into the unknown.
All of this research, and the establishment of the brand maxims was consolidated into one strong, ownable tagline:
America East, Where Champions Rise
Production
Centered around the tagline "Champions Will Rise," we developed a manifesto script that focused on words that pulled from the relentless pursuit of excellence. That these athletes find success no matter what, and are dedicated to being perfect on and off the field.
A deep art direction round went underway, focused on finding a unique, ownable execution to capture the brand maxims in image, while bringing a fresh, engaging look to bare in the marketplace. The resulting styleframes captured a modern, beautiful aesthetic that is every bit as rugged and tough as the brand it represents.
Despite facing challenges of limited time and resources, we embraced the constraints and leveraged every asset at our disposal. Through a combination of stock footage, generated imagery, and game highlights, we brought the vision to life, ensuring that every frame spoke to the heart of the conference's identity.
The editing process was a labor of love, with each cut carefully selected to mirror the progression of the script. From the break of dawn to the moment of victory, the visuals traced the journey of a champion, resonating with athletes, fans, and stakeholders alike.
The success of the rebrand video was evident in the market's response, with widespread praise and engagement elevating the America East Conference to new heights. This culminated in the prestigious Sports Video Group Best Social Media Video award for 2024, affirming the impact and relevance of our work.
Ultimately, this video serves as more than a promotional tool—it is a testament to the resilience and fortitude that define the America East Conference. By championing their story on the national stage, we have helped solidify their position as a formidable force in collegiate athletics, leaving a lasting impression for years to come.