My SPW NewsPage View

Creative & digital agency Definition 6 provided editorial, sound design, and mixing for CBS Sports and Super Bowl LV’s heartfelt game open and other pre-game content. Set to a stirring rendition of “Stand By Me,” performed by Jennifer Hudson, the tease is a tribute to heroes – from frontline workers to personal champions of the stars of the game.

Pete Radovich, Senior Creative Director at CBS Sports, created, directed, and produced the 4 ½-minute tease, working closely with Definition 6 VP of Editorial Anthony Cortese and VP of Sound Dan O’Sullivan. Definition 6 also post-produced a series of promo and interstitial content that aired before, during, and after the game.

To view the CBS Sports Presents “Stand By Me” game tease see below or visit here: https://vimeo.com/511712862

“It’s no secret that viewers have more choices than ever, which makes the massive audience that the Super Bowl draws all the more special,” says Radovich. “I think CBS Sports has always taken a lot of pride in making this game something people will remember and talk about for weeks afterward regardless of what happens on the field. So, with all that at stake, it’s important to me that I only partner with people I can trust on my team. I’ve collaborated with Anthony for well over a decade now, including five Super Bowls. At this point, we share a sort of shorthand in the edit that not only elevates the idea but also makes the whole process seamless, efficient, and as creative as possible.”

Radovich and Cortese have a collaborative history when it comes to big-time NFL broadcasts. In 2018, Radovich invited Cortese to cut his Cannes Lions-winning AFC Championship open, “Teasing John Malkovich.” This was followed by a Malkovich reprise the next year with the Super Bowl LIII open, which famously paired Malkovich with Hall-of-Famer Peyton Manning.

“CBS Sports approaches its Super Bowl broadcasts unlike any other network, especially in how they go beyond the action of the game with stories that resonate with football fanatics and casual viewers alike,” says Cortese, who has created broadcast content for five Super Bowls, as well as countless other major sporting events on the Tiffany Network. “In rallying around Pete’s idea of honoring heroes, we were able to celebrate frontline workers while making a meaningful connection to the game through inspiring stories about the people who have impacted the players in Super Bowl LV.”

Though planning began nearly a month before the big game, there was only a two-week turnaround as they couldn’t start filming until the AFC and NFC champions were determined. Beyond the game tease, D6 provided post-production for an array of additional pieces of Super Bowl LV content for CBS Sports — from editorial to sound design to mix. This included bumpers and features with the voices of Viola Davis, Brad Pitt, among other celebrities and sports figures.

“Producing these pieces remotely in the cloud — and at lightning speed — required a team effort and some serious technical ingenuity to bring Pete’s vision to life,” says Cortese. “With shoots happening across the country, we moved a ton of data digitally thanks to our colleagues at Only Today, working with time-coded Zoom recordings until the high-res 4K footage landed. With the final interview happening just 30 hours before kickoff, overcoming these challenges was a big win for our team, but the bigger win for us as filmmakers is always creating stories that can push a brand forward and capture the hearts of audiences.”

About Definition 6
Definition 6 is a customer experience agency that leverages Creative, Technology, and Analytics to develop and deliver innovative solutions that drive results for brands. Together with their clients, they build stories that shatter expectations, advocate authenticity and celebrate brands. For more information, visit www.definition6.com/entertainment/.