Explore how Resurgens Orthopaedics leveraged a dynamic squeezeback ad at Truist Park, and learn practical video production insights for impactful brand storytelling in live
This article helps marketing and production teams decide how to plan and execute effective squeezeback video ads that engage live sports audiences without interrupting the action.
Understanding the Power of a Squeezeback Ad in Live Sports
When Resurgens Orthopaedics wanted to connect with Atlanta Braves fans at Truist Park, they chose a squeezeback ad—a six-second animated spot that runs alongside the main broadcast content without interrupting the game. This format keeps viewers engaged by shrinking the program into a smaller window while the ad plays in another. For brands aiming to reach tens of thousands of live viewers without causing disruption, squeezebacks offer a unique opportunity to stay visible and relevant during high-energy moments.
From Concept to Screen: Production Steps Behind the Resurgens Squeezeback
ECG Productions collaborated closely with Brain Bytes Creative, who designed the original billboard. Our lead animator then brought it to life using Adobe After Effects, integrating Resurgens’ signature “hex-ray” graphic onto the pitcher’s wrist. This attention to anatomical accuracy—using 3D models and internet research—ensured the visuals resonated authentically with Resurgens’ orthopaedic expertise. The production workflow balanced fast turnaround with precision, managing approvals and brand guidelines to deliver a polished final asset ready for Truist Park’s big screen.
Why Motion and Visual Effects Matter More Than Style Alone
The Resurgens squeezeback demonstrates that motion graphics and VFX are not just decorative; they clarify complex ideas that live action alone can’t easily convey. The hex-ray animation visually explains orthopaedic care in a way that’s instantly understandable to a broad audience. While style and branding are important, the priority is always clear communication. This principle guides every production decision—from animation choice to pacing and sound design—to make sure the message lands effectively in a high-noise environment like a stadium.
Key Questions to Answer Before Producing a Squeezeback Spot
Before investing in a squeezeback or similar motion project, teams should clarify: Who exactly is the audience, and what do they already know? What core message must the video prove? Where will it be displayed and how long is the runtime? Who will approve the content, and what criteria define success beyond just completion? Answering these questions early helps shape the production strategy, ensuring the final asset meets both creative and business goals without costly revisions.
How ECG Supports Brands Like Resurgens with Strategic Video Production
ECG helps clients decide the best mix of 2D, 3D, motion design, live action, or hybrid approaches tailored to their message and distribution channels. We guide brands through pre-production planning, production execution, and post-production polish, always focused on clarity and impact. Explore our video production services, see examples in our portfolio, or get in touch to discuss your next project here.
FAQ
What is a squeezeback ad and why use it in sports venues?
A squeezeback ad runs simultaneously with the main broadcast content, shrinking the program into a smaller window while the ad plays alongside. It’s ideal for sports venues because it keeps the audience engaged without interrupting the live action, maximizing brand exposure during high-attention moments.
How does animation improve understanding in medical brand videos?
Animation and motion graphics can visually explain complex medical concepts that are difficult to capture with live footage alone. For example, Resurgens Orthopaedics’ hex-ray animation highlights bone structures clearly, helping viewers grasp the brand’s expertise quickly and memorably.
What should be clarified before starting a motion graphics project?
Key details include the target audience, core message, viewing platform, runtime, approval process, and success metrics. Defining these upfront guides creative decisions and helps avoid costly revisions, ensuring the final video meets strategic goals.
What should a team understand about Resurgens Orthopaedics | Braves Stadium Squeezeback?
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.
