Of all the astounding beauty in Colorado that can inspire you, perhaps the most obvious is the winding 15 mile scenic byway to the top of Mount Evans. A humble road that leads to one place; the summit. Along the way a number of switchbacks twist around the wilderness - 180º turns that take you upwards, not backwards.
The imagery is simple and the lesson is elementary. The Denver Broncos have been through many twists and turns, and every one of them has served a purpose. But the time has come to unify that purpose and allow the summit to finally come clearly into view - for everyone in the organization.
When you make those final few switchbacks on the byway and you can sense that the summit is near, you can’t help but smile and be filled with energy and accomplishment. When I dream about what it’s like to win an NFL championship, I imagine a very similar sensation - but I’d rather stop imagining and find out for myself.
The Idea
Create a new department that supports football, creative, and stadium experience with themes and context for content. This new group would conceptualize and produce inspiring, cinematic projects for the football team itself and also the fan experience when applicable. It would minister to and integrate existing creators and production teams to achieve a more monolithic experience of the Denver Broncos product, one that unifies everyone on the same road to the mountaintop.
The Goal
Change.
Build a cultural lighthouse that every content-creating department can look to, breaking through barriers and ending confusion of their purpose or place within the Broncos. Take the themes that we embody, historically and future-facing, and forge them into a single motivation for all departments that we control with quality and purpose before quantity.
Inspire.
Embellish the emotional energy that the sport provides naturally. Market Colorado and the Broncos to the players themselves, giving them a stronger will to buy in. Provide a creative heartbeat that drives the inward and outward appearance of the Broncos, with that heartbeat visible on the field itself.
Originate.
Merge my lifetime of football support with over a decade of film production and storytelling experience. Create original, powerful, cinematic content that defines what it means to be a Bronco. Be creative and birth an original identity with high production value that energizes the players and fans together as teammates.
The Execution
Collaborate
Utilize my 5 years of experience connecting closely with coaches and players to revamp and improve the power of motivational content. Continue to produce and edit projects that inspire emotion and energy for team meetings.
Meet and consult with other production departments on creative themes born from within football. Open communication channels between everyone that produces content, and provide a creative “football lens” that can guide ideas and inspiration.
Leverage my lifetime of living in Colorado and being around the Dove Valley facility. Provide a resource for more concise themes and simpler goals to resist the temptation to reminisce about the old ones.
Become a conduit between the players and creative departments to make both of them feel like they are better served. Learn what players need and expect, as they come from universities with robust creative content support and NIL processes.
Create
Merge the intention behind inward and outward facing content; Produce and film original projects for intro videos and stadium content that require high production value - and eliminate the need for ad agency collaboration.
Rely on my decade of experience in the commercial film industry in Denver, using reliable production talent resources in Colorado. Utilize existing production departments as well to weave together a more definable identity.
Produce short films that provide visual and thematic context for creative teams. Promote the beautiful setting of Denver and make Colorado a main character in brand of the Broncos.
Simply make unique, entertaining, stirring content that fuses the organization together in its motivation and purpose.
Name Ideas
Broncos Films
Creative Spur
DB Entertainment
Football Creative
The Purpose
There are two types of people in this building: the ones with a ring and the ones without. As somebody in the category of the latter, my own purpose behind this is extremely simple and hopefully contagious: I want a ring.