Scoring Big in Sports Entertainment

Paramount+ was making big waves in the Sports Entertainment industry and so, the team needed a partner to help promote its new offerings. Our client counted on D6 to craft a big-time promotional campaign for season 44 of “Inside the NFL” followed by a major 2021 summer soccer campaign.


The countdown to kickoff had commenced: Paramount+ needed a big-time promotional campaign for season 44 of “Inside the NFL” – one of the longest-running sports talk shows, having launched on HBO in 1977. And Paramount+ challenged DEFINITION 6 to handle the play calling… 

The campaign introduces Paramount+ as the new home for the storied franchise, along with a new host in former New England Patriot and Super Bowl MVP Julian Edelman. More than 120 deliverables ran heavily on CBS Sports and Paramount+ throughout the football season, particularly on Saturday broadcasts of college football.  

DEFINITION 6 conceptualized, shot, produced, and post-produced the entire campaign in just three weeks. Our team of editors cut 25 versions of the spots before keying in on the perfect selects. The audio was also handled internally by D6’s award-winning sound design group. 

Making the move from football to fútbol, Paramount+ turned to the DEFINITION 6 team yet again—this time, to help the powerhouse streamer craft a major 2021 summer soccer campaign: The world’s game was making its debut on Paramount+. 

We were on a mission to promote our client’s new soccer offering in two key windows: during the Champions League Final and in a larger brand campaign to launch around the 2021 Tokyo Olympic Games. Together, DEFINITION 6 and Paramount+ created a high-impact campaign, “Don’t Freak Out.” Consisting of over 70 deliverables, this fast-moving edit verbalizes the fans’ and players’ reactions to “the beautiful game.”


Inside the NFL | Julian Edelman

Paramount + | Don’t Freak Out

Paramount+ | Coming Soon from Taylor Sheridan