Broncos’ Mile High Collection launch
The 7th Annual Awards
- Best Use of Visual Storytelling
ABOUT THIS ENTRY
For the first time in 27 years, the Denver Broncos unveiled a new uniform closet. The marketing department was tasked with creating a campaign that generated fan excitement for the new look, while also celebrating the team's historic past and iconic legacy.
How does this represent "Excellence in Engagement"?
Uniform reveals are becoming more common throughout the sports industry, and every year someone raises the standard for how teams should unveil these new looks to their fans. We feel as if we did that in 2024 with our entire closet launch, but specifically our primary reveal video that kick-started the entire campaign. This video set the tone for everything that was to come and the engagement data reflects just how impactful and successful the production was. Every detail was intentional and we felt like that was reflected in the reaction to the reveal.
Objective
The marketing department was tasked with unveiling the Broncos' first uniform redesign in 27 years, which consisted of revealing two closets: the primary and the throwback. Our throwback look was beloved, and something that fans wanted to be our primary. We had to determine how to create excitement for a new primary look, while also hinting at the inclusion of the throwback without it overshadowing the main closet.
We strategically decided to unveil the primary closet first with a video that paid homage to the inspiration behind the closet: Broncos Country. Every element of the video paid tribute to a design feature of the new uniforms. The opening shot of a mountain peak through a window? That's the same mountain shape that's reflected on the sleeve of the new jersey. We wanted Broncos Country to feel every bit a part of the new uniforms as our fans are the threads that tie our brand together. The main character of the video is supposed to be someone that anyone can identify with as if Broncos Country was hand-delivering our new uniforms through the beautfiul mountain environment that they were forged in and inspired by.
Strategy & Execution
This entry was designed with the modern sports fan in mind because it uses visual storytelling to integrate the elements of the new uniforms in real-life environments to emphasize the inspiration behind the new look. It was a combination of beautiful visuals, impactful storytelling and creative editing techniques to introduce a new era forged by Broncos Country. It was also a combination of traditional production with in-person video shoots in the mountains to a 3D-rendering of the city of Denver that included a transition from the Broncos logo on the field to the shape of the Broncos logo that's reflected on the sleeve of the jersey. This transition helped bridge the gap between our goals for this video: tell an in-depth story on why the uniforms were designed the way they were and generate excitement from fans by seeing our players wearing the new look.
Organizations
- Denver Broncos
- TriGlass
Credits
Austin Brink
Director of Production
Denver Broncos
Erich Schubert
Vice President of Communications & Content
Denver Broncos
Ike Enriquez
Social Video Producer
Denver Broncos
Caroline Deisley
Director of Social Media
Denver Broncos
Nicole Pennetta
Social Media Coordinator
Denver Broncos
Destinee Cook
Short-Form Content Specialist
Denver Broncos
Aaron Gunning
Content Producer/Editor
Denver Broncos
Hailey Sullivan
Chief Marketing Officer
Denver Broncos
Kevin Johnson
Creative Director
Denver Broncos
Joe Abdellah
Creative Content Manager & Project Lead
Denver Broncos
Reid Conant
Producer
Denver Broncos
Ryan Thielen
Director
Triglass
Noelle Anderson
Producer
Triglass
Paul Winkels
Assistant Director
Triglass
Ben Kyrch
Editor
Triglass
Chris Behnen
Director of Photography
Triglass
Gabriel Christus
Team Photographer
Denver Broncos
Ben Swanson
Manager of Photography & Digital Assets
Denver Broncos
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
