I Am That Man

ABOUT THIS ENTRY

"I Am That Man presented by Gillette" is a multigenerational athlete storytelling series that brought Tampa Bay Buccaneers legends and 2025 rookies together to share the personal experiences and values that define what it means to wear the uniform. By pairing Hall of Famers with first-year players in authentic, unscripted conversation, the series transformed franchise culture into compelling human stories.

How does this represent "Excellence in Engagement"?

What I Am That Man got right was trusting that fans want more than access — they want meaning. There's no shortage of athlete content. What's rare is athlete content that makes you feel connected to the Club, or that makes a 22-year-old rookie feel like someone worth caring about before he's played a meaningful snap. 

The multi-generational format was the creative bet. Putting Batman Woods and a 2025 draft pick in the same conversation is a way to bring franchise legacy to the modern fan.  Fans came in knowing the legends and left feeling like they had a reason to follow the newcomers. 

Objective

The Buccaneers' 50th season gave us a reason to celebrate our last 50 seasons, while simultaneously building excitement for the next. Specifically, we had a 2025 rookie class that fans didn't know yet, and we had decades' worth of players who understood exactly what it means to wear this uniform. The goal was to get them in the same room and showcase what it meant to be a Buccaneer. 

I Am That Man started with a rubric developed by the competition staff, and one that Lavonte David had lived out quietly for years — Accountable, Competitive, Confident, Passionate, Resilient. Those five traits are the reason players come to Tampa Bay and stay. We wanted to build a storytelling series that made that culture visible, not just to celebrate it, but to pass it on — from the guys who built it to the guys who are next. 

Strategy & Execution

The series was built on a single creative conviction: the most compelling athlete stories are authentic and relatable. Rather than interviews or narrated profiles, I Am That Man staged a multigenerational roundtable where legends and rookies sat together as equals, sharing the experiences that shaped them as players and men.

Grand Cathedral Cigar — a historic Tampa venue with stained glass, weathered brick, and vintage chandeliers — was chosen as the set. The location was not incidental. It gave the series a cinematic atmosphere that signaled to viewers this was something different from standard team content. All three episodes were produced entirely in-house.

Rondé Barber hosted and moderated, drawing out stories through the five I Am That Man traits. The cast spanned the full arc of franchise history — Richard 'Batman' Wood (late 70s), Tony Mayberry (90s), Lavonte David (the modern contender era), Tristan Wirfs (current All-Pro), and a 2025 draft pick in each episode — making the case that Buccaneers culture is what brings great players to Tampa Bay. Presented by Gillette, the series ran across Buccaneers owned-and-operated channels with individual clips distributed to drive broader reach.

Organizations

• N/A

Featured

• Ronde Barber
  Lavonte David
  Tristan Wirfs
  Emeka Egbuka 
  David Walker
  Benjamin Morrison
  Richard ‘Batman’ Wood
  Tony Mayberry 
   

Credits

Stephen Lynch
Director, Production
Tampa Bay Buccaneers

Danny Beeck
Senior Producer
Tampa Bay Buccaneers

Connor Clark
Senior Producer
Tampa Bay Buccaneers

Miles Royal
Producer, Brand & Merch
Tampa Bay Buccaneers

Steve Vollmer
VP, Creative
Tampa Bay Buccaneers

Dan Beltran
Creative Director
Tampa Bay Buccaneers

James Ruth
CMO
Tampa Bay Buccaneers

Jason Turner
Sr. Manager, Production
Tampa Bay Buccaneers

Trae Sjogren
Motion Designer

Jonathan Chaves
Designer

Alec Hallman
Producer
Tampa Bay Buccaneers