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. This included bumpers and features with the voices of Viola Davis and Brad Pitt, among other celebrities and sports figures.
SPW CreditsClient: CBS Sports
Director/Producer: Peter Radovich, Jr.
Associate Producers: David Anerella, Ellis Williams, Jelani Rooks, Yvette Wyatt, Kate Brantley, Alex LoSchiavo, Kayona Ebony Brown
Production Manager: Laurie Zelnick
Music Arrangement: Helmut VonLichten
Performed By: Jennifer Hudson
Production Company: Only Today
Director of Photography/Associate Producer: Joyce Tsang
Postproduction Company: Definition 6
Editor/Associate Producer: Anthony J. Cortese
Sound Design/Mix: Dan O’Sullivan, Ted Marcus
Editorial Assistant: Benjamin Lapinig
Operations: Andy Solomon
Finishing: Bridge Post
Colorist: Vladimir Kucherov
DIT: Keith Blackmore
Propel featuring Michael B. Jordan
Invisible North (IN) proudly unveiled a pioneering 2024 360 campaign for Propel, starring Michael B. Jordan. Last year, Propel announced Michael as their new brand partner, with a shared mission of bringing communities together through movement. In year one, IN partnered with Propel and Michael (alongside NOUN and Acceleration Community of Companies) to launch the Propel Your City Project (PYCP) - an initiative to drive fitness access by investing in local communities.
To launch the project, a hero film was created to share the ‘why’ behind PYCP and feature one of the partner organizations, WalkGood LA. Following the launch, they partnered with organizations in Atlanta, Detroit, Houston, and LA to expand programming in bespoke ways to address local needs and make the most impact. Year one was a huge success - providing over 160 free fitness classes for exercisers nationwide and seeing a positive impact on the local organizations, including supporting WalkGood LA in establishing an accessible, central fitness space called The WalkGood Yard. Building off of the success of 2023, IN worked with Propel and Michael’s team, to lean into the power of community to create a brand anthemic spot. This year’s TVC showcases Propel’s shared mission with Michael to help exercisers reach their goals with the help of their community. As their research confirmed, for many exercisers, going on their fitness journey alone can be difficult, which is why the spot captures the energy and motivation that comes from moving together. It also highlights how Propel plays a role in fueling your fitness journey, with Michael speaking to the power of having a community that pushes you toward your goals.
The 30-second spot is currently airing on all... Read More