On April 13, Cutters Studio Detroit (CSD) helped the Detroit Lions rally their fan base and earn national headlines by hosting a sensational “uniform unveil” event that was live-streamed by more than 300,000 viewers.
Cutters, with studios in Detroit, Chicago, Los Angeles, New York City and Tokyo, conceived and produced the entire media events behind the scenes of the fanfare which consisted of several brand films, a complete on-air graphics package and an experiential art installation.
“From the moment, we announced that we would be introducing new uniforms in 2017, the anticipation from our fans was palpable,” said Detroit Lions Vice President of Marketing Emily Griffin.
“We approached Cutters Studios Detroit to discuss how we could collaboratively set a new standard for uniform presentations in professional sports.”
Griffin added that Cutters exceeded expectations for content creation and brought the Lions’ vision to life, helping to produce a show that our fans in attendance will “never forget.” Building on a legacy of working with the Detroit Lions to produce in-stadium video content over the past several years, Flavor creative director Jason Cook was a key part of CSD’s team leadership.
“When we were briefed by Lions’ executives Kelly Kozole and Emily Griffin, they told us they wanted to create an epic event that would speak to the future of the franchise,” he explained. The CSD team only had eight weeks to complete the assignment. Cook co-wrote the script for an archive footage-based intro film Then, which together with an interview-driven brand film, Now and Next, framed the live presentation.
A third reveal brand film combined original animated content with new footage showing current Lions stars wearing the brilliant new “Throwback,” “Color Rush,” “Away” and “Home” uniforms. Cook and his team dug deep to ensure CSD’s proposed solution was progressive and extravagant. “We pitched the idea of treating this as not just a uniform unveiling, but as an art installation where we powerfully connect to the Lions brand,” he began.
The concept included giant video screens for content – and at the center of the stage, a 15-foot tall geometric lion head sculpture that we projection-mapped visuals onto. With that sensational artistic centerpiece at its heart, CSD’s proposal featuring the Then, Now and Next and Reveal content earned franchise approval. This creative approach provided a roadmap for the event to play out over a span of about eight minutes.
“Everyone at Cutters Studios Detroit knows that the Lions are all about looking ahead,” added Kurt Kulas, CSD’s managing director. “With the recent, massive technology upgrade to Ford Field, everyone knew this event needed to showcase the NFL and one of its most storied franchises in spectacular fashion.”
The show-stoppers rounding up the post-event buzz and news coverage from the event, the Lions’ new Nike Vapor Untouchable uniforms (with their refreshed logo, logotype and styling) generated oceans of positive discussions.
For the thousands of season ticket holders in attendance, the opportunity to join so many star players in-person at Ford Field and to witness an exclusive celebration with full fanfare, including a performance by the Detroit Lions Cheerleaders, was a bona fide win-win.
All the excitement was captured for the hundreds of thousands of viewers who tuned-in via live streams on media channels including Facebook and the Lions’ website.
Follow Colin Costello on Twitter @colincostello10.