The Commanders Triumphant Return
The 7th Annual Awards
- Best Short-Form Video
ABOUT THIS ENTRY
The Commanders made their triumphant return to the NFL postseason with a magical three-game run in January that led them to the doorstep of the Super Bowl. Each round of the playoffs, the team dropped a hype video at the end of the week narrated by a celebrity to get fans revved up for the game.
How does this represent "Excellence in Engagement"?
In no other social media industry do things move as rapidly as in sports. That’s especially true during the playoffs when a content team has to ideate, plan, shoot and edit video content after a playoff win so that the final product is released prior to the next round’s game. What that leaves is just a few days to pull it off, and the Commanders found a way to raise the bar higher in each round of the 2025 playoffs.
A star player or celebrity’s voice brings a sense of prestige and excitement to hype videos and helps the content feel more significant and special. Fans are naturally drawn to high-energy content that stirs their emotions, especially in the lead-up to intense moments like playoff games. The star power of the voiceover helps elevate the hype and the buildup to the game. This excitement draws in a broader audience, not just those diehards already invested in the Commanders, and blends entertainment and sports culture.
Objective
The creation of the Commanders’ playoff hype video series was driven by a unique and historic opportunity: the franchise’s long-awaited return to the postseason. With the eyes of the fanbase and the broader NFL community upon them, the Commanders set out to capture the energy, emotion and significance of this moment. The primary objective was to ignite passion and excitement among fans, but also help solidify the "Commanders" brand.
A key challenge was the rapid turnaround time—each video needed to be conceptualized, shot, edited, and delivered within an extremely tight window. We aimed to strike the perfect balance between cinematic quality and speed, ensuring each piece resonated deeply while maintaining the highest production standards. Leveraging exclusive team access, dynamic game footage, and powerful narration – including that of two celebrity fans – the Commanders crafted a series that not only fueled fan engagement but also solidified the team’s brand identity in this new era. This was more than just hype – it was a moment of franchise pride, and the team made sure every second of the three videos reflected reflected that.
Strategy & Execution
The Commanders’ playoff hype video series was designed to be immersive, fast-paced, and emotionally resonant. Today’s audience craves authenticity, high-energy visuals, and content that feels personal. To achieve this, the team leveraged the passionate voices of celebrity Commanders fans, using their genuine excitement to create an emotional bridge between the team and its supporters. These recognizable voices delivering heartfelt messages brought an added layer of authenticity, making every fan feel like they were part of something bigger. The pacing mirrored the intensity of playoff football, ensuring that every frame fueled anticipation and engagement. With social media as the primary platform, the videos were optimized for mobile-first viewing – short, visually gripping cuts designed for maximum shareability across social channels. This strategy ensured that every piece resonated not just with diehard fans but with a wider digital audience, reinforcing the Commanders' identity in this new era and making their playoff return feel even more monumental.
Organizations
- The Washington Commanders
Featured
- Commanders Pro Bowl wide receiver Terry McLaurin
- A pair of celebrity fans: Emmy award-winning actor Jon Bernthal
- Professional racecar drive Dale Earnhardt Jr.
Credits
Nicholas Miller
Senior Manager of Content Production
Commanders
Kalem Williams
Senior Producer of Creative Video
Commanders
Nolan Williams
Associate Producer
Commanders
Connor Steen
Creative Video Producer
Commanders
Hannah https://www.linkedin.com/in/hannah-lichtenstein-314b43155/
Senior Copywriter
Commanders
Nick Jones
Content Producer
Commanders
Chastity Alston
Content Producer
Commanders
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.
