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Telling an authentic story was paramount as the Portland Timbers translated their game experience to a broader audience. One element of our campaign was a video that could be used for in-game screens, digital media and broadcast. We wanted it to appeal to the rabid fan base of the team, but also show the experience through the eyes of a 10 year old new fan. The production needed to be efficient—so we documented a real game experience and used 20,000 fans as ‘extras’ to create the soundtrack for our spot.