ESPN: Aloha Alabama

Dec 2023

ESPN's Aloha Alabama promotional campaign captures the intersection of regional culture and community fandom. The film centers on a sequence of vignettes featuring diverse individuals across Alabama, each echoing a shared local sentiment. Through a live-action technique, the narrative leans into documentary-style storytelling to ground the project in authentic, everyday settings. Produced by Arts & Sciences with creative work from Wieden+Kennedy New York, the spot employs natural lighting and a clean, observational approach. The vignettes move through varied environments—from roadside interactions and restaurant interiors to suburban family scenes—highlighting a collective local spirit through a series of candid portraits.

Documentary, Horizontal, Clean

TVC / TV Commercial