CBS Sports had a Super Bowl LIII vision and turned to DEFINITION 6 to help bring it to life. The network sought to promote their CBS Sports Tentpole broadcast events: PGA Tour, PGA Championship, Masters, NCAA Championship, SEC Championship, Army/Navy Game, and the Super Bowl, in a way that would connect with their viewers. Executive producers Nancy McColgan and Joellyn Lankin called on the agency to help visually interpret their concept, a spot where a young boy dreams he has won each event viewed through a series of emotional and inspiring scenes.
The 30-second spot, which debuted during Super Bowl LIII, was created through the collaborative expertise of DEFINITION 6’s Emmy Award-winning production team. Building from McColgan and Lankin’s idea, the team took the promo from concept to air, providing creative direction, production, edit, sound, and visual effects, while navigating tight timelines, to deliver beyond client expectations.
DEFINITION 6 was also heavily involved in the exciting search for new young talent that would star in the spot, and ended up casting the first child they saw out of nearly 100, in his very first job.
In the end, the story was told through a combination of live performances and virtual 3D sets created by the team, and the resulting heartfelt commercial is a true example of our commitment to collaborating with clients to have their stories create a real impact in an authentic way.