Tom Brady Tribute
The 6th Annual Awards
- Best Life or Legacy Tribute
ABOUT THIS ENTRY
The Famous Group partnered with the New England Patriots to create and showcase a special tribute video to NFL legend Tom Brady following his retirement from the game.
How does this represent “Excellence in Engagement”?
The Famous Group and the New England Patriots partnered with a central goal of generating awareness, engagement, and emotion over the return of the franchise’s greatest player. The Famous Group’s production team believes that compelling storytelling is at the heart of any great piece of content, whether it’s a social media tribute to a sporting legend or an innovative mixed reality activation at the Super Bowl. The Tom Brady tribute was able to successfully galvanize an entire fanbase during the team’s opener while continuing to raise the standard for production in sports and entertainment.
Objective
Arguably the greatest player in NFL history, Tom Brady retired at the close of the 2022-2023 season. To honor their greatest player, the New England Patriots partnered with The Famous Group to create an original tribute video to be used on team channels and the video board during the first home game of the 2023 season at Gillette Stadium. Brady returned to Gillette Stadium for a formal jersey retirement during the Patriot’s home opener on September 10, 2023. The Famous Group’s team of producers and creatives worked in conjunction with the Patriots video team to create and edit a tribute fitting of one of the sport’s all time greats.
Strategy & Execution
The Famous Group and the Patriots began work on the tribute in the months leading up to the NFL season. Aware of Brady’s impending jersey retirement ceremony, the Patriots approached The Famous Group with a prompt to create a captivating short-form video that chronicled the career of Brady and especially paid homage to his six Super Bowl victories with the team. Throughout the video, the viewer is taken on a whirlwind journey that follows the career of the greatest quarterback in NFL history. The creative team paid close attention to the need to keep the viewer engaged throughout the entirety of the tribute, so no second was wasted. In addition, all parties strived to create a piece of content that could be social-first, as it was being posted to team accounts, while also being adaptable for the live in-person viewer at the stadium. This specific activation not only needed to keep the fan enthralled, but also deliver the specific goals of the team partner themselves.
Organizations
- The Famous Group
- New England Patriots
Links
Featured
- Tom Brady
Credits
Steve Davis
Lead Editor
The Famous Group
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
