For the 25th Anniversary I rebranded Super Bowl Soulful and worked across multidisciplinary teams wearing multiple hats, providing creative and art direction, design, motion and video for our integrated campaign, live event at the Pearl Theater, Las Vegas and CBS broadcast. 

Working across channels, Broadcast, Digital, Social, OOH and Experiential, the electrifying Live Taping in Las Vegas surpassed all expectations, while the subsequent Broadcast on the eve of the NFL Super Bowl exceeded projected KPIs by an impressive 300%. Underscoring the efficacy of our strategic approach and the overwhelming resonance of the event with audiences.

To drive awareness and generate excitement around the Live Tapping Ticket Sales, the CBS Premier the night before the Super Bowl and On-Demand Streaming after the premier, we created 3 :30’s and 6 :10’s for Broadcast, Digital and Social. Each used the same narrative structure with a unique CTA, allowing us to quickly switch from footage supplied by talent before the show to new recorded footage after the show and to quickly test content with our :10’s. Above is one of the full show :30’s promoting On-Demand Streaming and below are 2 :10’s targeted at different audiences.

The Super Bowl Soulful website serves as a content hub and information center that is updated to coincide with PR, social and campaign initiatives. Its modular design allows for efficiency and quick updates. From driving ticket sales and news to where to watch, it serves as a resource and the SEO brick and mortar.

Talent Announcement

To drive early awareness and excitement leading up to the CBS premiere, we created custom branded static and animated social post for All Talent, 7 Acts and 2 Hosts. The post were published across digital and social channels on Facebook, Instagram, X and Twitter

Live Event Awareness

To amplify ticket sales I exercised the new brand guidelines, stepping outside the circle to differentiate the broadcast premier and connect with the live, in-person experiential event. Original post for All Talent, 7 Acts, 4 Players and 2 Hosts were published across digital and social channels.

FOMO Premier Countdown

Starting 8 days out from the CBS Premier, we created a social countdown utilizing talent and Las Vegas to drive a little fear of missing out while creating awareness for fans coming to town that may have not been paying attention to Las Vegas Super Bowl events until the two Super Bowl teams were decided.

Watch With Me Social Campaign

Inspired by the success of The Color Purple's “Watch With Me” campaign, we amplified our audience with camaraderie and the power of community. From Inspirational Leaders to NFL players, star power and social Influencers, the campaign drove exceptional active engagement across social and digital channels, helping us to expand our demographic reach.

Exclusive Social and Digital Content

Exclusive backstage video and promotional content generated anticipation and excitement for both the Live Event and CBS premiere. Allowing the audience to feel connected to the experience and helping to drive exceptional engagement by delivering over 78 Million impressions

Palms and Pearl Theater Out of Home
To help drive awareness in Las Vegas we took advantage of the Palms premiere promotional real estate. This included the Marquee, the hotel exterior “Tall Wall” and the Pearl Theater Box Office and Entryway. We also printed Rack Cards that were handed out with key cards at check-in and presented digital signage throughout the hotel and on in-room TV’s.

Live Event Graphics

We balanced in-show graphics with broadcast graphics, ensuring the right motion elevated the emotion and branding was fluid, leaving a positive, memorable impression. Maximizing the over 70 ft stage display, we were able to project to the live audience while allowing cameras to capture motion backgrounds behind performers and cut away to broadcast graphics.