Empower Field at Mile High Code of Conduct

Denver Broncos

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The 7th Annual Awards

Nominee ✨

• Best Use of Animation or Motion Graphics

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ABOUT THIS ENTRY

To transform routine stadium rules into something fans would actually pay attention to, we re‑imagined the traditional Code of Conduct video as an animated, character‑driven experience. Using a playful cartoon world and two original characters, Spike and Helmut McFacemask, we delivered essential gameday guidelines with humor, personality, and zero lecturing.

Fans know the rules. They just don’t want to watch the rules. Standard safety videos blend into the background, especially in a high‑energy environment where attention is hard to earn. Our insight: If we want fans to remember the rules, we need to make them as entertaining as the game itself.

How does this represent "Excellence in Engagement"?

This work demonstrates the power of animation to elevate fan experience, not just entertain. By using original IP, Spike and Helmut McFacemask, the piece shows how teams and venues can create branded, character‑driven worlds that build loyalty, extend beyond the stadium, and modernize how information is delivered.

It moves the industry forward by proving that:

• Utility content can be crafted with the same creative ambition as hype videos and entertainment features.
• Animation can break through where traditional live‑action rule videos fail, especially in high‑energy environments.
• Teams can strengthen their brand identity through original character systems built for repeat use and long‑term fan recognition.

Ultimately, this work reframes what fans should expect from stadium screens: not just information, but intentional storytelling even in the most unexpected moments.

Objective

To transform routine stadium rules into something fans would actually pay attention to, we re‑imagined the traditional Code of Conduct video as an animated, character‑driven experience. Using a playful cartoon world and two original characters, Spike and Helmut McFacemask, we delivered essential gameday guidelines with humor, personality, and zero lecturing.

Fans know the rules. They just don’t want to watch the rules. Standard safety videos blend into the background, especially in a high‑energy environment where attention is hard to earn. Our insight: If we want fans to remember the rules, we need to make them as entertaining as the game itself.

Strategy & Execution

To reinvent the traditional, often‑ignored stadium Code of Conduct video, we turned essential rules into a fully animated entertainment moment. Through a vibrant cartoon universe and two original characters, Spike and Helmut McFacemask, we used animation as the primary storytelling engine to make mandatory information genuinely enjoyable for fans.

Spike and Helmut McFacemask became our rule‑explainers, guiding fans through everything from bag policies to respectful behavior with visual gags, slapstick moments, and playful transitions.

The final piece premiered on gameday, showcased on our giant videoboard during the pregame experience, when the stadium energy is at its peak. The animation style, pacing, and comedic timing were all designed specifically for a large‑format, high‑crowd‑noise environment.

Organizations

• Denver Broncos

Links

•   Website

Credits

Dan Probst
Art Direction & Motion Graphic Design
Denver Broncos

Kevin Johnson
Creative Director
Denver Broncos

Ian Mork
Character Illustration
2Tall Animation

Nick Young
Manager of Strategic Productions
Denver Broncos

Aaron Fabis
Manager of ThunderVision Content & Production
Denver Broncos

Liz Coates
Director of Game Entertainment
Denver Broncos

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