The Ask

In 2017, 11Alive (an NBC-affiliated television station licensed to Atlanta, Georgia) began a two-year
journey to rebrand their platform and reconnect with local audiences. They tasked DEFINITION 6 to
launch the new “11Alive: Where Atlanta Speaks” brand via a strong, inclusive 30-second broadcast spot
that wholly encapsulated the true spirit of the city. The final spot, “To Be Alive”, was created in 7 weeks
from kick-off to air date and received acclaim from the community as well as the client.
The commercial broke the standard for on-air broadcast promotion and positioned DEFINITION 6 as
the first partner trusted to interpret the new brand positioning for their platform, “Where Atlanta


More Work