PANTHERS BLUEPRINT
Following a disappointing 2023 season, the Panthers hired a new Head Coach and General Manager to lead football operations into the future. The organization would have to battle skepticism from fans hesitant to buy-in after a sixth consecutive losing season.
Here's how we produced an original, full-length documentary series introducing fans to the heart of the new team identity, and giving them a new reason to believe.
A SEAT BEHIND THE CURTAIN
To bring Panthers fans along in the vision for the new era of Panthers football, we knew we needed to give them more than a peek behind the curtain... we needed to pull up a chair and invite them to stay awhile.
Driven by unprecedented access and support from football leadership, our internal production team spent five months capturing incredible behind the scenes moments: from team meetings, to draft evaluations, to 5am moments in a home gym, to closed practices, to a private flight to introductory press conference in Charlotte and everything in between.
After months of capture and hundreds of hours of editing, we debuted Panthers Blueprint as a two-part mini series, premiering live to YouTube in June of 2024.
A LICENSE TO BELEIVE
Panthers Blueprint debuted to great fanfare among Panthers fans and national football media alike.
The full-length videos garnered over a quarter million views across their first week two weeks on YouTube, with a majority being high-quality engagements on connected TVs. Blueprint dominated the conversation on X, Instagram, and Reddit in the days following the release, with an overwhelmingly positive sentiment that was atypical of fan engagement during recent sub-.500 seasons.
Earned media extended the reach of the episodes to national social accounts and broadcast channels, and segments from the shows trended locally and nationwide.
All told, Panthers Blueprint effectively shifted the narrative of the 2024 season, giving fans a license to believe.