Sharecare & The Atlanta Hawks | The Sharecare Movement

Discover how the Sharecare & Atlanta Hawks campaign blends strategy, production, and distribution to create impactful sports marketing videos that truly connect.

Help marketing and production teams decide how to align video strategy, production, and delivery for sports and branded content campaigns.

Why Video Strategy Is the Playmaker in Sports Marketing

When you’re producing a video for a high-profile sports partnership like Sharecare & The Atlanta Hawks, the first decision isn’t about cameras or edits—it’s about audience and message. A strong video marketing strategy defines who needs to care, what they already know, and what the video must prove. Without this clarity, even the slickest footage can miss the mark. Strategy sets the tone for every production choice, from scripting to distribution, ensuring the final video earns attention and drives action.

Planning Multiple Versions Before the Cameras Roll

Campaign videos don’t live in isolation. You need a hero video, yes, but also cutdowns for social, vertical crops for stories, captioned versions for silent autoplay, and thumbnails that pop. Planning these deliverables before the shoot saves time and budget in post. For Sharecare & The Atlanta Hawks, this meant coordinating with the director and DP to capture footage that works across formats and platforms, making sure every frame counts no matter where it lands.

Production Excellence: Tools, Talent, and Teamwork

The Sharecare & Hawks spot was shot in 6K on the RED Epic Dragon, a choice that future-proofs the footage for versatile use. But gear is just one part of the equation. Success came from seamless collaboration between the director, DP, AC, and the creative team at Bare Knuckles Creative. Each role was clear, from lighting to lens choice, ensuring the visuals matched the campaign’s energetic tone. This kind of production discipline is essential when working with sports icons and brand partners who expect premium quality.

Post-Production and Delivery: Crafting the Final Play

Post-production is where strategy meets craft. Editors shape pacing to keep viewers engaged, colorists enhance the vibrant Hawks colors, and sound mixers balance dynamic audio that complements the visuals. For Sharecare & The Atlanta Hawks, the edit had to feel fast and authentic, reflecting the team’s spirit. Delivery also included preparing the right formats and versions for paid media, social channels, and internal launches, ensuring every stakeholder gets what they need on time.

Starting Your Project with Clear Goals and Communication

Before any production begins, bring your goals, audience insights, deadlines, existing assets, brand guidelines, and must-have deliverables to the table. Clear communication about who approves the video and what success looks like helps avoid costly revisions. ECG’s role is to connect your vision to the right production path, portfolio examples, and post-production approach, making sure your video is not just finished—but effective.

FAQ

Why is planning multiple video versions important for a campaign?

Different platforms and audiences require tailored video formats. Planning versions like cutdowns, vertical crops, and captioned edits before production ensures your content performs well everywhere without costly last-minute changes.

How does strategy influence production decisions in branded sports videos?

Strategy defines the target audience, key messages, and desired actions, guiding choices around scripting, shooting style, pacing, and distribution to create videos that resonate and drive results.

What should I prepare before starting a video project with a production company?

Have clear goals, audience profiles, deadlines, brand guidelines, existing assets, and approval workflows ready. This clarity helps the production team deliver a video that meets your expectations efficiently.

What should a team understand about Sharecare & The Atlanta Hawks | The Sharecare Movement?

The useful takeaway is how audience, creative direction, production choices, post-production, approvals, and delivery needs shape the final video plan.

Where should this kind of project start?

Start with the goal, audience, deadline, where the finished piece needs to live, and the practical constraints that will affect creative and production decisions.

How can ECG help with the next step?

ECG can help connect the creative idea to production planning, filming, post-production, versioning, and delivery so the finished work fits the channel and the audience.