When ROOT Sports rebranded to AT&T Sportsnet, we were tasked with developing a campaign to promote the new network identity. I wanted to pursue an emotional and script driven series of spots examining what the AT&T Sportsnet name truly would mean. Featuring an interwoven montage of team, archival and city footage, we wanted to convey the human and community bonds that sports cement within their regions. After pitching to the AT&T branding team, this idea was selected and we were given the greenlight to produce these spots across all of our four markets. This concept proved to be so successful not only in establishing an identity for the new network, but also had the legs to go into different directions over time. The campaign ended up winning 3 regional Emmy’s across 5 nominations and was nominated for the Promax BDA award for Best Channel Image Promo campaign.