Customer experience agency DEFINITION 6 (D6) produced a new promo campaign for live streaming and on-demand soccer coverage on Paramount+, the leading destination for U.S. soccer fans, featuring more than 2,400 live matches each year.
“Rules of Attraction,” the hero spot for the campaign, takes viewers on a thrilling journey through a day in the life of what fútbol fever looks like with Paramount+. The spot awakens at 6:00 AM, fresh from a dream about lacing up with Liverpool. A fast-paced montage of superstar highlights springs into action, showcasing the global portfolio of league action Paramount+ offers. Shots from home are interspersed, illustrating how fans can stream matches across multiple devices wherever they are – whether in the backyard for a little playtime with the dog, exercising on the treadmill, or gathering with friends. The spot concludes with the tagline, “The World’s Champions Live Here.”
Led by creative directors Noah Lerner and Tim Reilly, under the vision of SVP/Creative Director Crystal Hall, D6 and its multidisciplinary team of strategists, writers, designers, and A/V experts conceived and produced the soup-to-nuts campaign in-house.
“It was great to partner with the D6 crew on this project,” says Evan Harris, Paramount+ Creative Director. “From brief to delivery, we were aligned on wanting to break the mold and to showcase a variety of Soccer stars fighting for championships on Paramount+.”
This campaign was a highly intense and technical undertaking that resulted in more than 60 deliverables with many audio and visual layers that needed to blend and transition seamlessly. The editorial team sifted through terabytes of game and show footage from Paramount+ to create the final cut, which includes a Spanish language-adapted version by D6. Working closely with Paramount+, they identified key players, leagues, and moments from the world of soccer the client wanted to bring to the forefront. The frenetic edit complements the loquacious script by Reilly, who articulated fútbol fanantasicm and terminology at every turn possible. The cadence required of the spot also factored into an intensive sound design process, led by Dan O'Sullivan, who ensured every word was audible and punchy alongside the ambience of the gameplay.
“We wanted the VO to be snappy, not audio wallpaper,” explains Reilly. “The script concept was all about making the info almost overwhelming, but in a way that soccer fans could identify with and get excited about.”
D6’s VFX and motion graphics team electrified the content with moving type and iconography, as well as mercurial framing devices and rotoscoping techniques, beautifully integrating the graphics and overflowing content to maximize the sports highlights, all of which is augmented with flashes of Paramount+ blue.
“Paramount+ is a game-changer in the streaming space,” concludes Noah Lerner, VP, Creative Director at D6. “It’s not just their content that’s premium; they put the same care and creativity into how they market and package their content. We were honored that they entrusted us as part of their team to promote their unrivaled portfolio of soccer content.”
About DEFINITION 6
DEFINITION 6 is an award-winning customer experience agency that has combined strategy, creative, and storytelling for more than 20 years. Based in Atlanta and New York City, with satellite offices in Los Angeles and San Francisco, DEFINITION 6 is behind high-performing experiences and top campaigns for leading entertainment brands like HBO, HBO Max, Paramount+, FX Networks, Nickelodeon, CBS Sports, Discovery and SyFy among others.
For more information, visit: www.definition6.com