Adweek | Los Angeles Rams Enlist Fans and Players for Kickoff Film Celebrating Home Opener

Press September 13, 2021

“Go big or go home” is a popular phrase in the sports world, and the Los Angeles Rams are living by it with a new kickoff film celebrating the first time that fans can attend games at SoFi Stadium.

The 90-second film will air on Sunday Night Football during the team’s first game at home with fans against the Chicago Bears. Ahead of its release, the Rams shared a 30-second sneak peek of the film directed by Academy Award-winning Inception director Wally Pfister with music composed by Barking Owl.

“We are opening this stadium for fans for the first time in a time when we had all been isolated and away from each other, and you think about what sports means to people what the Rams mean to people,” Rams VP and general manager of media Marissa Daly told Adweek. “It was a time to reflect on what we could do differently, and how do we scale a video that equals the building.”

The Rams team focused on authenticity while trying to produce the grandest film possible. They even used multiple real season ticket holders, as well as players including quarterback Matthew Stafford and head coach Sean McVay.

“Typically, we’d make a video that would play for the team run out,” Daly noted. But Rams chief operations officer Kevin Demoff challenged the creative team to go deeper, investing more time and resources into a larger, much more detailed project.

Technologically, the detail behind creating the 90-second film is large as well. While the ad will air on social media, it had to be high quality enough for the Infinity Screen at SoFi Stadium. Double-sided and 360 degrees, it is the largest videoboard ever created in a stadium, with ultra high-def resolution.

With VFX and Colour by The Mill.

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