Balancing the needs of multiple organizations while delivering consistent creative requires a special touch throughout production. This was the challenge Deloitte and Partners Creative brought to Society for their 2023 sports sponsorship TV campaign. How do you create a cohesive campaign that serves many stakeholders while coordinating dozens of professional athletes, managing complex logistics, balancing creative and business goals, and delivering across diverse formats and platforms?
The answer lay in meticulous planning, strategic adaptability, and our trademark hands-on approach – just at a larger scale than ever before.
The campaign needed to showcase Deloitte's extensive sports sponsorship portfolio, spanning from Team USA to the United States Golf Association, Tennis Association, US Soccer Federation, WNBA, and the LA28 Olympic and Paralympic Games. Each organization would be a stakeholder in the final product, requiring feedback coordination and in-sync approval milestones throughout production.
Society was engaged in a comprehensive capacity, overseeing the project from the treatment stage through final delivery. This soup-to-nuts approach enabled us to optimize resources across production and post-production, making strategic decisions about in-camera versus CG elements while maintaining a unified team focused on solutions rather than silos. We developed a robust production management framework that included everything from detailed Gantt charts and comprehensive production spreadsheets to rigorous COVID-19 safety protocols.
The scale of the production was significant. Over five shooting days, we took over ten locations, including the Rose Bowl, the UCLA marina, the LA Convention Center, and a custom-built basketball court in downtown Los Angeles. We coordinated schedules and logistics for nine professional athletes while managing 59 principal talent, 210 extras, and a crew of 80. From helicopter shots to underwater filming, we balanced ambitious live-action sequences with careful VFX supervision throughout.
The campaign delivered several broadcast spots, each serving different purposes within Deloitte's sports sponsorship ecosystem. We created spots for LA28, Team USA, and a multi-sport version with customizable endcards for each sponsored organization. The TV spots were complemented by comprehensive still photography assets and various digital and print deliverables.
The Deloitte campaign stands as a testament to Society's evolution – our ability to grow and adapt while staying true to our founding principles. By maintaining our hands-on approach while scaling up our systems and processes, we delivered a complex, multi-stakeholder campaign without sacrificing the personal attention that defines our work. Most importantly, we proved that the attention and care of a boutique production company could be successfully combined with the capabilities and infrastructure required for large-scale campaigns.
-Sean Benton
Group Creative Director, Deloitte
Treatment
By the Numbers:
Stakeholder Organizations: 8
Weeks of Prep: 10
Shoot Days: 5
VIP Talent: 9
OCPs: 50
Extras: 210
Weeks in Post: 12
Budget: Email Us
Summary: The campaign delivered several broadcast spots, each serving different purposes within Deloitte's sports sponsorship ecosystem. We created spots for LA28, Team USA, and a multi-sport version with customizable endcards for each sponsored organization. The TV spots were complemented by comprehensive still photography assets and various digital and print deliverables.
Previs
