Atlanta Falcons 2022 second-round pick Troy Andersen may be a new-age linebacker but he has an old-school story, and for that reason he has an entire state behind him. Growing up on his family cattle ranch in rural Montana, Troy Andersen has always had a work ethic that has translated well in sports.
From being a thriving three-sport athlete in high school, to a multi-position player on both sides of the ball at Montana State University, Troy worked hard to get the life-changing phone call from the Falcons. After his rookie season in the NFL and all the lessons that came with it, Troy Andersen now looks ahead to year two while his hometown and the state Montana continues to root for him.
The Atlanta Falcons felt compelled to tell his story, and knew that doing so through only one medium would not be sufficient. Instead, a multi-media approach was taken, inter-weaving written words, still imagery, and cinema to paint the full picture of Andersen's unique journey.
In the Spring of 2023, members of the Atlanta Falcons Digital Team, including videographers, photographers, and editorial content producers, traveled to Dillon, Montana to visit Troy Andersen’s family cattle ranch, where they were in the midst of calving season. Through interviews, photographs, and videos, the team captured the point of view of Troy’s immediate family, high school coaches, and even his Montana State coaches in Bozeman.
Days of content capture, research, writing and editing resulted a 24-minute video feature, three curated photo galleries, and three long-form editorial features showcasing what makes Troy special to the people in the state of Montana, but more importantly what makes Montana special to Troy.
The Strategy:
The primary viewing platform for this long-form feature was the Atlanta Falcons YouTube account where it premiered on July 28. Its sustained viewing audience has helped it become the team's top revenue-generating YouTube feature.
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