Client:
GENESCO Sports Enterprises
American Airlines
Chicago Cubs
Services:
Creative Development, Video Production, Post-Production
Genre:
Sports, Hospitality
Campaign Website
The Project
American Airlines and the Chicago Cubs teamed up to provide their travel-focused fans a once in a lifetime experience. Each season, Cubs fans from all over the world make a pilgrimage to Mesa, Arizona for Spring Training, enemy territory on away games, and to their mecca - Wrigley Field: a place where baseball dreams sometimes come true. Whether it’s the loud beer-drinkers in the bleachers, the hot dog vendor that’s worked at the park for 60 years who knows you by name, the victory cries of ‘Go Cubs Go’ echoing throughout Wrigleyville, or the butterflies you get stepping through the gates because its your first game of the season – each Cubs fan has their marquee moments or wonders that drive their fandom. In addition to rewarding Cubs fans with First Class tickets to games in the American Airlines 1914 Club throughout the season, American Airlines reveals 7 monumental experiences that Cubs fans can win by being enrolled in Cubs Perks & the American Airlines AAdvantage loyalty program.
Each monumental moment celebrates memorable/can’t miss baseball moments to a Cubs fan: like an international trip to watch the Cubs play, constructing the perfect Chicago Dog with Cubs Legend, Ryne Sanberg, airfare to see the Cubs play away games, and much more.
With a new prize being revealed each month, the campaign sustained from the launch of Cubs Perks (Year 2) in Spring Training throughout the end of the regular season.
The Process
The process of developing a captivating video series for 2 major brands involves several strategic steps. Initially, we work closely with the client to conceptualize the video series, aligning the creative vision with their brand identity and objectives. This includes brainstorming themes, messaging, and desired outcomes to ensure a compelling and cohesive concept.
Once the concept is refined and approved, we proceed to storyboarding and pre-production. Detailed plans are created for each video, outlining visual sequences, scripts, casting considerations, and logistical requirements.
Next, the production phase begins. 4 total productions days to capture the video content for 7 different concepts. Our crew traveled to Chicago to film at the iconic Wrigley Field and O'Hare Airport.
Following the shoot days, post-production begins. Our team edits the footage, adding any necessary visual effects, graphics, and music to enhance the videos' overall impact. This stage also involves refining the narrative flow and ensuring the final product aligns with American Airlines & Cubs branding and messaging. Once the edits are approved we finalize the videos by formatting them for various platforms, such as the contest official website and Cubs’ social media channels.
The Result
This comprehensive process, showcases the collaborative efforts between our team, GENESCO, American Airlines and the Chicago Cubs, to deliver a compelling video series that resonates with their audiences and bolsters brand presence. With over 46,500 entries and counting, the client agrees that the video series is a success.
video gallery
Behind The Scenes
