The Los Angeles Rams celebrated the team’s NFL 2021/22 season home opener in its new SoFi Stadium, after the pandemic meant it played its inaugural season in the new ground behind-closed-doors – with a hype film called ‘Go Big Or Go Home’.
The ad’s title, ‘Go Big Or Go Home’, is of course a popular phrase in the sports world and the ideas is that the Rams live by it.
The Rams’ aim was to focus on authenticity while simultaneously producing a grand film fitting to the size, scale and status off the new stadium. Thus the spot features genuine season ticket holders, as well as current players including quarterback Matthew Stafford and head coach Sean McVay.
The spot, which was helmed by Inception Director Wally Pfister with music composed by Barking Owl, hypes the team’s first game at SoFi Stadium with fans and champions the team, players and supporters and the bonds that tie them together.
Ahead of the official release, a 30-second sneak peek of the film and the full 90-second film was then posted across the team’s online channels and debuted on television during Monday Night Football’s broadcast of the team’s first game at home with fans against the Chicago Bears on 13 September.
The technical detail and film definition has to straddle both mobile screens and social media as well as the ultra-high definition, double-sided, 360-sgree Infinity Screen at SoFi Stadium – the largest videoboard ever created in a stadium.
Typically, the team’s pre-season hype spot was a video that wold also be played on the stadium screens each tie the team runs out at the start of a game. But, according to Rams Chief Operations Officer Kevin Demoff, the creative team was challenged this time to go deeper, to invest more time and resources into a larger, much more detailed project.
“We are opening this stadium for fans for the first time in a time when we had all been isolated and away from each other, and you think about what sports means to people what the Rams mean to people,” Rams VP and General Manager of Media Marissa Daly. “It was a time to reflect on what we could do differently, and how do we scale a video that equals the building.”
“We hope that whether you’re driving around seeing it on a billboard, whether you’re on YouTube, whatever that is, you feel that’s the Rams,” added Daly. “That leads back to the title and slogan, which is meant to connect fans to the new stadium: ‘Our House. Your House. Rams House.’
Comment:
The latest work follows on from the start of September’s season countdown spot focused on new QB Stafford.
The strategy is that this film is not a one-off, but part of an ongoing, season-long creative approach and it is part of a fresh strategy developed by recently hired Chief Marketing Officer Kathryn Kai-ling Frederick.
The Los Angeles Rams (and the Los Angeles Chargers) began playing at SoFi Stadium in 2020 – but with now fans allowed due to Covid-19.
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