Los Angeles-based fan experience company, The Famous Group, collaborated with the NFL’s Cleveland Browns on an all-new season-long creative campaign and game open.
Using on-set practical laser projection mapping technology, The Famous Group produced the above :60 open in collaboration with the Browns. The sequence was shown ahead of the team’s Thursday Night Football home game vs Pittsburgh at Cleveland’s FirstEnergy Stadium.
Incorporating Kendrick Lamar’s hit song “DNA,” and creating laser effects to accompany the lyrics, the fan- and player-driven spot was shown throughout the stadium as well as posted to the team’s Twitter account on game day.
The production supports a larger marketing campaign that will be used throughout the 2022 season.
Client: Cleveland Browns
Executive Vice, President & Partner: JW Johnson
SVP of Marketing & Media: Brent Rossi
Director, Scoreboard Director Operations: Kyle Millen
Producer, Scoreboard Operations: Sean Olivier
Director, Fan Experience & Special Events Senior: Danielle Lewis
Project Manager: Corey Kinder
Production Company: The Famous Group
Executive Producer: Eric Burak
Executive Creative Director: Hemu Karadkar
Director: Barry Andersson
Supervising Producer: Gil Colon
Line Producer: Sara Leeper
Director of Photography: Travis Higgins
Laser Designer: Adam LaBay, Precision Lasers
Steadicam: Ryan Forte
1st AC: Max Sjoberg
Gaffer: Tom VandenDolder
Post-Production Supervisor: Scott Baker
Editor: Matt Kitchen
Visual Effects Supervisor: Ben Matthews
3D Graphic Artist: Ryan Burback
Production Assistant: Xavier Antoine
Music Licensing: John Adams, The Score Music and Sports Marketing, LLC
Special Thanks: Kendrick Lamar, Cleveland Browns Public Relations and Football Operations Team, Cleveland Browns Backers , Mike Wendt, Production Coordinator – The Greater Cleveland Film Commission