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

Tags: cleveland browns hot spots kendrick lamar nfl the famous group

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