Social + Video
Following the expansion announcement of Sacramento Republic as the 29th Club in Major League Soccer, my team was tasked with extending the life of expansion conversation and showcasing why Sacramento was a great fit for MLS. From that was borne “Faces of Sacramento.”
Our aim was to tell the story of Sacramento Republic differently than with previous expansion clubs. Being an existing USL franchise, Sacramento Republic had a rich history of fan engagement and support, so their loyal and diverse fanbase provide us with the perfect script for the story.
Using fan portraits as the creative foundation, we worked with the club to identify a dozen fans whose personal stories represented the culture of Sac. Republic. The Club PR team wrote a short bio of each each fan, and we worked with them to find a local photographer and videographer who could attend a club event to capture interviews and portraits.
Once we had the assets my creative director and I selected the best photos and pulled the best quotes from the interviews and laid out a skeleton of the photo carousel. We then handed it over to our social team to add the graphic and color treatment to make it a visually striking post. We then oversaw the edit of the video feature for inclusion on social posts and to accompany the story on our site.
Click here to view the carousel
Click here to view the full post
Website
While social media was great for amplifying the message of Sac. Republic to the most people possible, we didn’t want these fans’ experiences to be limited to one sound bite or detail about their lives.
To give additional context to their stories I provided our editorial team with the full interviews, bios and portraits so they could build out a more robust article featuring the diverse fan base in Sacramento. Social posts linked back to the story on mlssoccer.com, which also included video, giving fans the complete story of the Faces of Sacramento.