THE XFL
→ XFL: The XFL was a professional American football minor league consisting of eight teams located across the United States in mid-sized to major markets. It is now one of the two conferences of the United Football League (UFL), along with the United States Football League (USFL). The XFL league headquarters were in Arlington, Texas.
THE CLIENT
→ When the XFL underwent a transformative ownership transition led by Dwayne Johnson and Dany Garcia, Sons of Summer was selected to comprehensively document the league's inaugural reimagining. Our team was entrusted with capturing the strategic rebirth of a bold sports entertainment concept, creating a definitive visual narrative of the league's renaissance.
THE CONTEXT
→ For the XFL 2.0, Sons of Summer didn't just document a league—we became an integral part of its DNA. Our approach was to seamlessly integrate with the league's production, marketing, and operations teams, functioning as a strategic extension rather than an external vendor. By immersing ourselves completely in the XFL's vision, we produced hundreds of dynamic content pieces that generated millions of views, effectively amplifying the league's narrative and helping to establish its bold new identity in the sports entertainment landscape.
THE APPROACH
→ Our strategic content partnership with the XFL 2.0 delivered unprecedented results, generating over 10 million cross-platform views and creating a comprehensive narrative that positioned the league as a groundbreaking sports entertainment experience. By producing hundreds of meticulously crafted content pieces, we not only documented the league's journey but became instrumental in building its brand identity, engaging fans, and supporting the league's ambitious relaunch under new ownership.
THE OUTCOME
CREDITS
DEVELOPMENT
PRINCIPAL PHOTOGRAPHY
POST-PRODUCTION
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