case studies
A collection of stories from my time leading incredibly talented creative, game entertainment, and content production teams. This is a window into the video production, live event, and creative strategies that I led as VP of Creative + Content Production for the Buffalo Bills + Buffalo Sabres.
Drew Boeing, Founder, Launch29 Sports
new era cap
NFL Branding Campaign
challenge to solve
Creating a high-end production shoot for New Era Cap’s NFL campaign featuring athletes from six different NFL teams and multiple product offerings. Highlighting the authentic teams colors for each was paramount.
the strategy
Adaptive Set | Extensive design phase to concept and construct a set allowing for two scene changes adaptable to the color profile of six NFL teams featuring “sideline collection” caps, and “coldweather collection” knits.
We could strike with minimal down time. After capturing all in their sideline look, we changed-over the set while the athletes changed looks.
The solution was a 40ft wide by 20ft tall video wall with a practical and immersive foreground structure, lighting, and effects.
Sideline Collection | Our stadium tunnel inspiration transformed into a dynamic homage using ten structural frames, set 8 feet apart, with LED color-changing channels, complemented by a field of over 50 aestera tube lights programmed for unique patterns communicating motion and energy.
Custom team-color animations on our video wall synchronized with our color-changing light patterns.
Coldweather Collection | Adopted a minimalist setup, striking the structural frames, and focusing on the video wall with 20 unique cold weather animations. Practical effects of fog and artificial snow were added to synchronize with background, creating controlled and stylized winter scenes.
Accomplished two distinct scenes with six color profiles within one immersive set.
Buffalo Sabres
Ryan Miller Jersey Retirement Ceremony
challenge to solve
Ryan Miller, a celebrated player in Buffalo Sabres history, warranted a combined Hall-of-Fame and Jersey Retirement Ceremony that reflected his authenticity on and off the ice.
the strategy
Dual Ceremonies | Produced a seamless live ceremony with two distinct “acts”, each showcasing its own unique aesthetic through branding, videos, and in-venue animations.
First Act | Commenced with a Sabres Hall-of-Fame induction, setting the stage for the event.
Second Act | Culminated in the iconic moment of raising Ryan’s jersey to the rafters, honoring his legacy with the Buffalo Sabres.
Charitable Impact | Eschewing traditional ceremony gift giving, we partnered with Roswell Park Cancer Center to establish the Ryan Miller Legacy Fund, an endowment benefiting the Courage of Carly.
This legacy fund continues Ryan’s impact in the Buffalo community, as acknowledged by original Carly members during the event. There was not a dry eye in the house.
Buffalo bills
Stadium Graphics Package
challenge to solve
Creating a comprehensive graphic and animation package for Buffalo Bills game day that caters to every possible scenario, from information heavy stats to high-energy animations.
We agreed from the start it would be equal parts aesthetics and functionality.
the strategy
Research | Conducted exhaustive reviews of the previous season’s assets in a simulated-game setting, collaborating with the Bills Game Entertainment crew to address consistent challenges and anticipated new ones. We knew we were successful when we could say we had an answer for every challenge.
Testing and More Testing | Trialed early designs within the stadium environment, focusing on bold, easily readable designs for all seating areas and levels. We previewed early designs in-venue at the stadium to test theories.
We also varied the time we tested, observing how it performed in daylight, night, and the obvious concern of inclement weather in Buffalo.
Functionality Meets Aesthetics | We purpose built graphics and animations based on their functional use during games. Informational animations were built modular for real-time updates by the Bills control room, aiming for a seamless look when paired with the custom-delivered graphics.
And above all, make the best game experience for Bills Mafia to celebrate their fandom.
Buffalo bills
Athlete “Media Day” Production Shoot
challenge to solve
In the NFL ,“Media Day,” demands capturing photo and video content essential for marketing campaigns, social media engagement, and live entertainment hype content.
For the Bills, we would have a limited window of time for each athlete and an expansive list of photo and video needs.
the strategy
Dual-Purpose Set | Conceptualized and designed a versatile “blizzard” set strategically accommodating both video and photography needs. A 30ft wide by 12ft tall set with real turf facilitated varied “scenes” for each athlete, ensuring a cohesive campaign without repetitive content.
Multi-Purpose Crew | Implemented A-unit and B-unit crews, seamlessly transitioning between cinematography and photography without a reset of staging or lighting. Executed on “blizzard” and the secondary “fire” set.
Achieved major-league creative while keeping each athlete an average of 5-7 minutes per set.
Prep for Success | Crewed an athlete body double for a testing shoot, enabling choreographed crew interchanges, blocking for multiple action areas on set, and leveraged the content captured for close-ups and cutaways, intercut with the real Buffalo Bills, in the final production.