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"Where Legends Are Made" is the first ever cross-platform branding campaign for The University of Alabama. And it's more than a tagline, it's positioning statement supported by the university's students and graduates — both on and off the field. Following a positive reception to the previous year’s rollout, year two of the University's brand campaign proved to more rewarding than the first, as we began to add depth to the narrative.
Our mission was to keep it simple. We resisted early inclinations to deviate from the tone and feel established in year one. The guiding thought was, “This is chapter two in a long book.” The second spot needed to pick up nicely where we left off and continue the story.
The production paired Red Square CEO Rich Sullivan with fellow UA alum and famed photographer Miller Mobley. The biggest departure this year was moving from slower, wider dolly shots to hand-held camera work. There is also a noticeably higher energy level with the pacing, music and Gary Sinise’s VO delivery.
Production of the spot took more than three months, during which time we were fortunate to work closely with a great client and meet several talented students and athletes. The fact that the Crimson Tide won the College Football Playoff in January wasn’t bad either. In our business, we call that “proof of concept.” The spot was viewed more than 100,000,000 times during the Fall of 2017.