ESPN - Ready For Football

​We sourced and cleared all of the fan footage. Walt Disney Company owns ESPN and ABC. During the pandemic, we worked with their creative agency, Arts & Letters, on this creative spot to celebrate the “return of football”. What’s interesting about this spot is how scrappy Art’s & Letters was at blending a variety of creative mediums and using in-house assets owned by Walt Disney’s brands including animation and ESPN owned assets. Original production was also woven into this spot to feature top athletes and coaches.

There are many ways to work with C&R. Sometimes we are engaged from start to finish, and sometimes we are engaged at various stages of the production process. In this example, we were asked to find “real-life football sports fan reactions”. We were given a list of potential sports teams and we were told they were looking for wide angle footage from fan’s living rooms or from in the stands during games. Authenticity was key. While film quality was somewhat important, real fan moments evoking special emotion were more. ESPN told us a fan knows a fan. That when the “fake” these moments, their fans react negatively on social media and in certain instances it has created negative viral moments for the brand.

Arts & Letters used the powerful Celine Dion song, “It’s All Coming Back to Me” to build and pace the momentum of this spot. The spot is supposed to start out SAD and end with JOY and HAPPINESS about Football’s return. Notice how strong the audio is at demonstrating this, how the creative mediums are mixed, and of course, the outrageous real-life football fans celebrating their favorite sport. Enjoy.​