What should have been the last shot at a dream became the final blow to their careers in ESPN’s 30 For 30 documentary series Year of the Scab.
The feature-length film that premiered September 12 ooks at the men who served as replacements for the Washington Redskins in 1987 when NFL players went on strike.
The group, called “scabs,” braved ridicule and threats of violence for one last change of glory as they won three games, then watched from home as they team they helped get to the playoffs went on to win the Super Bowl.
“The scabs went away, but the wounds remain open,” according to ESPN’s promo.
The spot is designed to breath new life into the 30 for 30 franchise by heightening the action and making the series feel more theatrical.
“We used a hard hitting music cue and aggressive sound design, and footage from the period combined with present day interviews to really make this spot hit home,” the creative agency said in an email.
Show Premiere Date: 9/12/17
Spot Title: “Scab” :30
Agency: The Shop
Creative Director/Owner: Jordan Hayman
Senior Producer/Editor: Nick Shakarian
Assistant Editor: Aubrey Byrne
Marketing Manager, ESPN: Patrick Butkus
VP Sports Marketing, ESPN: Seth Ader