Grind. Win. Repeat.

The Pittsburgh Steelers wanted to excite internal teams and align them under one definition of what being part of the Steelers family means. Our team helped the Steelers define their values and create an anthem video worthy of Steelers Nation.

I was the Associate Creative Director and Copywriter on the project. After scripting and storyboarding, I headed down to Pittsburgh with the team to shoot the video everywhere from inside Heinz Field and the front offices to the locker room and practice fields. I coached Tunch Ilkin, former Steelers player, through the v.o. recording and played a key role in helping the whole video come together.

Internal teams at the Pittsburgh Steelers—from the front office to the players and everyone in between.

Getting people pumped up was the #1 goal. The campaign slogan, Grind. Win. Repeat. helped create a memorable mantra. In order to get staff on board, it was vital to have big names within the organization pushing and living the message, too, as you’ll see reflected in the anthem video.

Another important piece was giving employees a leave behind that reiterated the values and gave them pride about where they work. Hence, the (might I say gorgeous) employee handbook.

Brand Essence Video

Employee Handbook

Click to flip through.