Playing off Alabama’s original concept for a game opener, Keyframe worked diligently with Alabama’s team to bring this vision to fruition.
The opener being our first major content project for the University of Alabama, Keyframe’s team spent several days in Tuscaloosa acquiring an abundant amount of footage of the campus, stadium and locker rooms. Originally, no players were available for shooting so the crew started staging equipment in the locker rooms. As a pleasant surprise, a few players became available the piece evolved into this triumphant open.
Keyframe worked through complicated tasks of preserving the traditions of the Tide Football program while at the same time building off the desire to create new traditions. This led to the birth of the ‘Tide Get Ready to Roll’ chant, which Keyframe’s partner, Tropic Sound, helped to build in as the backbone of the piece in hopes of fans chanting along with the open and starting a new tradition in Bryant-Denny Stadium.
Recently, this spot was awarded with a Gold ADDY and Best in Class for the Out-of-Home Category.