76ers City Edition lanuch
For the 2024-25 City Edition campaign, the Philadelphia 76ers unveiled their Spectrum-inspired uniforms — a bold nod to the team’s history inside one of the most iconic arenas in sports.
Our goal was to create a launch film that felt like the Spectrum — electric, colorful, and unapologetically Philly — while showcasing the new design with a level of scale that matched the franchise’s energy heading into a new era.
Concept & Approach
This campaign was about connection — between past and present, color and movement, light and legacy. The creative leaned into the Spectrum’s vibrant palette, using its original floor panels, signage, and memorabilia as the foundation for a modern, cinematic set.
We designed the environment to feel like a living museum — fragments of the Spectrum reimagined inside a futuristic light structure. Players were surrounded by physical pieces of history — actual floor panels from the Spectrum Center — while the LED wall setup pulsed through the building’s original color scheme: red, orange, yellow, green, and blue.
The balance was key: grounded in authenticity but built with a forward-facing aesthetic that would live naturally across social, broadcast, and arena formats.
Production Approach
We shot on the Red Komodo, paired with vintage Zeiss Super Speed lenses to mix sharp digital detail with a touch of analog softness. The lighting package revolved around Aputure 1200Ds and 600Cs, programmed to mimic the Spectrum’s classic rainbow transitions,
A massive video board wall served as the project’s centerpiece — running custom motion graphics, archival highlights, and ambient Spectrum-inspired color loops. Rather than relying on post, we captured everything in-camera, using the video board as both a light source and narrative device.
Each player’s sequence was choreographed to bring movement to the space — rim light flares, reflections bouncing off the polished floor panels, and motion graphics timed to the rhythm of the track.
The result
The film debuted across the Sixers’ digital and arena platforms, kicking off the City Edition launch week. It became one of the most visually distinctive campaigns of the season — a perfect bridge between heritage and innovation.
The Spectrum lives on — not as nostalgia, but as a design language. This project let us turn that legacy into light, motion, and sound.
