It's Ludacris: Hip-Hop Artist and Falcons Mascot Go Viral for Aerial Stunts
The 6th Annual Awards
- Best Original Film or Series: Short-Form
ABOUT THIS ENTRY
To commemorate the 50th anniversary of hip-hop, the Falcons enlisted the help of over 100 Atlanta-based hip-hop artists to perform at the team’s game against the New Orleans Saints. But it was Ludacris who stole the show and went viral across social media.
Before the 4th quarter, Ludacris was hoisted from the rafters, repelling down to the field in between two banners while performing his hit ”Get Out The Way.” His performance was captured via a 360-cam that was mounted to Ludacris’ microphone.
But that’s not all, the team’s mascot, Freddie Falcon, showed that he actually can fly with aerial stunts of his own throughout the season. Whether swinging or zip-lining across the stadium, Freddie captivated social media.
The videos went viral across the Falcons’ and Ludacris’ channels.
How does this represent “Excellence in Engagement”?
So many teams have attempted to film similar mascot stunts, but they often come out shaky or are shot from an angle that doesn't capture the excitement of the stunt. By using a 360 camera and proper mounting/editing techniques, we were able to take these stunts to another level. The quality is best-in-class, and the results speak for themselves. The stunts appealed to an audience much larger than just Falcons fans. This shows that teams can engage much larger audiences outside of just sports.
Objective
To commemorate the 50th anniversary of hip-hop, the Falcons enlisted the help of over 100 Atlanta-based hip-hop artists to perform at the team’s Week 12 game against the New Orleans Saints. T.I. led the team out of the tunnel. Jermaine Dupri, Ceelo Green, Jeezy, Quavo, and Big Boi all performed, but it was Ludacris who stole the show and went viral across social media.
Before the 4th quarter, Ludacris was hoisted from the rafters, repelling down to the field in between two banners while performing his hit ”Get Out The Way.” His performance was captured via a 360-cam that was mounted to Ludacris’ microphone.
But that’s not all, throughout the season, the team’s mascot, Freddie Falcon, showed that he actually can fly with his own aerial stunts. In Week 1, Freddie zip-lined from one end of Mercedes-Benz Stadium to the other. In Week 12, the mascot followed it up while swinging from one end of the team’s scoreboard to the other. And on Christmas Eve, Freddie dawned a Santa outfit while doing a front flip from the rafters.
The videos went viral across the Falcons’ and Ludacris’ channels.
Strategy & Execution
- Utilize the unique capabilities of Mercedes-Benz Stadium and showcase aerial game stunts
- Amplify the Ludacris stunt beyond Atlanta, showcasing the city as the mecca for hip-hop
- Appeal to non-traditional football fans by going beyond the game
- Due to music license restrictions, allow Ludacris to post the initial video with audio
- Use a 360 camera to allow for reframing throughout the video
- Showcase Mercedes-Benz Stadium as an industry leader for in-game entertainment
Freddie Jumps
The Falcons worked with a professional 360 videographer, AJ Sjostrom, to film the stunts and keep the motion shaking to a minimum. The team gave the mascot a GoPro MAX 360 camera secured to a selfie stick that was strapped to the mascot’s arm. The videos were edited quickly, reframing on Freddie as he flipped and rotated to the crowd.
Ludacris Aerial Show
Ludacris was secured via harness on both sides of his waist and lowered from the stadium catwalks. He descended all the way to the field while singing his hit song ”Get Out the Way” in between two banners. The Falcons digital team secured the same 360 camera to Ludacris’ microphone, allowing the angle to move with his hand movements and turns to the audience.
Organizations
- Atlanta Falcons
Links
Featured
- Ludacris
- Freddie Falcon
Credits
Scott Kegley
Vice President, Digital Strategy
AMB Sports and Entertainment (Atlanta Falcons)
AJ Sjostrom
Videographer
AJ11 Productions
Davis Paul
Creative Producer
Lovely Day
Ryan Mucatel
SVP, Marketing Communications
AMB Sports and Entertainment (Atlanta Falcons)
Kurt Wisenbaugh
Director, Live Events
AMB Sports and Entertainment (Atlanta Falcons)
Jeremy Legg
Mascot Manager
Atlanta Falcons
Connor Richter
Senior Video Producer
Atlanta Falcons
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