Following the launch of the One Pride brand platform, the second year of the campaign focused on evolution. With bankruptcy finally behind the city of Detroit, we shifted the visual language away from the cityscape and built a more powerful, symbolic foundation. Stone lions became the core imagery—representing both the team and the community as proud, powerful members of the pride—while a blue storm underscored the collective fight shared by players and fans alike.
A key objective was to bring authentic elements of Lions culture to life. The theme “Defend the Den” became the rallying cry for all home games, woven into ticket collateral, advertising, and even featured prominently on the front of Ford Field. (Design direction by Brett Warkentien.)
At its heart, the campaign brought the brand’s message full circle: We are One Pride, and together we Defend The Den. Go Lions!
Design direction by Brett Warkentien.
A key objective was to bring authentic elements of Lions culture to life. The theme “Defend the Den” became the rallying cry for all home games, woven into ticket collateral, advertising, and even featured prominently on the front of Ford Field. (Design direction by Brett Warkentien.)
At its heart, the campaign brought the brand’s message full circle: We are One Pride, and together we Defend The Den. Go Lions!
Design direction by Brett Warkentien.
Campaign Unveiling / WXYZ Detroit Presser
Ford Field Atrium Wrap & Street Pole Banners
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 Street Pole Banners: Ndamukong Suh |  Street Pole Banners: Brush Street |  Street Pole Banners: Calvin Johnson |
Tickets & Packaging
Videos
(Production by Ringside.)
(Production by Ringside.)
Player Introduction Video
Pre-Game Hype Video
Preseason Teaser :15
In-Context Stadium Videos
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Alumni In-Stadium Hype Videos
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Campaign Extensions
Web Banners (Brand & Players)
Nike "Defend the Den" T-Shirts (worn by Calvin Johnson)
Credits:
- Creative Leadership: Iain Lanivich
- Art Direction & Design: Brett Warkentien, Tiffany Wisnieski
- Copywriting: Jason Danielewicz
- Production & Post-Production: Ringside Creative
- Account Management: Dave Munson
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