Throwback Uniform Video
The 7th Annual Awards
- Best Advertisement: 61 Sec and Over
ABOUT THIS ENTRY
As part of the Denver Broncos' 2024 Uniform Redesign, the team's first new uniform launch in 27 years, the marketing department was tasked with unveiling the team's iconic throwback Orange Crush uniforms.
How does this represent "Excellence in Engagement"?
Uniform reveals, specifically throwback uniform reveals, are becoming more common throughout the sports industry, especially in the NFL. This video set the standard for how to generate excitement for something beloved by fans, incorporate current and former players and highlight the legacy of a uniform. It was content that transcended generations and resonated with fans both young and old.
Objective
We were tasked with unveiling the Broncos' first uniform redesign in 27 years, which consisted of revealing two closets, the primary and the throwback. We knew that some fans wanted the throwback look to be the primary, so we had to be strategic in our roll-out. This looked like revealing the primary closet first to generate excitement with a tease that something more was coming. The "something more" was something special and that's the Orange Crush Throwback video we're nominating. The goal was to tap into the Broncos' storied history and celebrate our past while keeping a modern approach. We wanted fans to feel like they'd been transported back in time to when we first wore these 1970s-inspired uniforms. In order to achieve this visually, we had a modern-day version of star cornerback Pat Surtain II go back in time to the 1970s where he discovered our Orange Crush throwbacks in a thrift store. The ultimate "Easter Egg" came when the cashier of the thrift store was revealed to be 2024 Pro Football Hall of Fame Linebacker Randy Gradishar, the heart & soul of the Orange Crush defense — the perfect nod to our past passing the baton to our future.
Strategy & Execution
This entry was designed with the modern sports fan in mind because it uses visual storytelling to bridge the gap between our history and our future. We specifically used certain visual elements, audio and editing techniques to highlight the differences between the two worlds we were merging and the "time travel" between the two. For us, it was important to create something that resonated with a fan that's been with us since the 1970s while also entertaining and inspiring the next generation of Broncos fandom that will enjoy new memories in our throwback uniforms.
We also repurposed the original reveal video to use as our scoreboard team intro video for the two home games that we wore the throwbacks this season.
Organizations
- Denver Broncos
- TriGlass
Featured
- Pat Surtain II
- Randy Gradishar
Credits
Austin Brink
Director of Production
Denver Broncos
Erich Schubert
Vice President of Communications & Content
Denver Broncos
Ike Enriquez
Social Video Producer
Caroline Deisley
Director of Social Media
Denver Broncos
Nicole Pennetta
Social Media Coordinator
Denver Broncos
Aaron Gunning
Content Producer/Editor
Denver Broncos
Hailey Sullivan
Chief Marketing Officer
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 Krych
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.
