2025 New England Patriots Season is Here! | Week 1 Hype Video

New England Patriots

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• Best Short-Form Video

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ABOUT THIS ENTRY

Built in New England, ready for a new era of Patriots football. It's finally here, check out the hype for Week 1 of the 2025 New England Patriots NFL season. 

How does this represent "Excellence in Engagement"?

Plenty of hype videos have used footage from the community, or even call-backs to movies or other pop culture media, but we worked to forge a new path that takes those ideas and moves them in a new direction. To show the importance of the community and the fans to this team, we made a significant investment of time and resources to go to all six New England states and capture working New Englanders, setting the standard for authentic engagement with the communities the team represents. Instead of the typical highlights from past seasons mixed with media day footage, we wanted to turn away from that and take an approach that we hadn’t seen before, taking a more abstract approach to building hype for the season that we believe will inspire other teams across sports to take similar approaches in the future and set a standard for organically engaging and incorporating fans into content.

Objective

As a representative of the entirety of New England, we wanted to lean into celebrating the people of the region in a way no other team could. In a new era for the team, we wanted to use the past as a launching pad and then push all of that aside in favor of the team’s future this season. The goal was to make a video that reflected the grit, resilience, and no-excuses attitude that defines the people of New England as well as the 2025 New England Patriots.

Strategy & Execution

In a world where endless hype videos tend to follow the same trends, we aimed to create something that only the New England Patriots could make. The first part of the video plays off the iconic Boston movie The Departed, playing off the film’s opening monologue to tell the story of a team in transition and ready to establish their own identity.  The second part plays up the team’s New England roots, filming with real, working New Englanders and Patriots fans from all six states as well as high-energy shoots with some of the team’s stars. As a whole, the idea was to create a piece that works as well in a cinema as it does on a social media feed, using cinematic visuals and engaging editing mixed with a forward-looking touch of nostalgia to build excitement for a Patriots fans using an approach they hadn’t seen before.

Organizations

• New England Patriots

Links

•   Website

Featured

• Mike Vrabel

• Drake Maye
• DeMario Douglas
• Rhamondre Stevenson
• Kayshon Boutte
• Robert Spillane

Credits

Fred Kirsch
Executive Producer
New England Patriots

Ashok Moore
Executive Producer
New England Patriots

Jack Gordon
Director, Editor, Camera Operator
New England Patriots

Bradley Amus
Editor
New England Patriots

Michael Runde
Editor, Camera Operator
New England Patriots

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