On the Gridiron: Tennessee Titans' Behind-the-Scenes Video Efforts Embodied by Tennessee Tough' Campaign Digital video projects centered on fans and Nashville community have Titans soaring in unbeaten start to season By Brandon Costa, Director of Digital
Friday, October 23, 2020 - 3:04 pm
Print This Story | Subscribe
Story Highlights
Many professional sports have opted for a return to play inside a sanitized bubble. Not the NFL. Without skipping a beat, the league is soldiering on with regular-season games in all 32 stadiums across the country. Similar to our At the Ballpark series, On the Gridiron examines the new routines, habits, and production philosophies of in-venue personnel on any given Thursday, Sunday, or Monday.
Tennessee Tough.
In Nashville, the slogan has outgrown its status as simply a marketing campaign. It's a mantra that not only has become a rallying cry for an NFL team that has emerged as an early favorite to represent the AFC in the Super Bowl. It's a rallying cry for an entire region in what has been a year that has tried us all.
Whether it has been COVID-19, battles for social justice, or (and you'd be forgiven if you have forgotten) a devastating tornado that ripped through the city in early March, it has been a year chock-full of challenges. But, with the NFL franchise fresh off a surprise appearance in last year's AFC Championship Game and a 5-0 start to the current campaign, the big, bruising, underdog Titans have become the darlings of the area. And the video team behind the scenes at the Titans has been more than happy to take the fans along for the ride.
It became apparent we should focus on the toughness of our city in what we're going through, says David Schindler, senior director/executive producer, event presentation and production, Tennessee Titans. Tennessee Tough' seemed to fit in with this year and the makeup of our team.
MORE ON THE GRIDIRON INTERVIEWS
Seattle Seahawks Production, Ops Teams Keep Fans at the Heart of Game Day at CenturyLink Field
Silver and Black Productions, Las Vegas Raiders Build New Roots During Allegiant Stadium's Inaugural Season
Philadelphia Eagles Embrace Virtual Workflows for Efficient Regular-Season Strategy
New York Giants Entertain At-Home Fans With Daily Digital, Linear Programming
While SoFi Stadium Remains Empty, Los Angeles Chargers Refine Production Workflows
Atlanta Falcons Acclimate to Evolving Set of COVID-19 Policies at Mercedes-Benz Stadium
Minnesota Vikings Adjust Content Approach at High-Tech U.S. Bank Stadium
How the Kansas City Chiefs Celebrated Super Bowl LIV, Displayed Moment of Unity Before 2020 Season Opener
Carolina Panthers' Mike Bonner Gets Settled in New Role Amid Interesting Circumstances
Indianapolis Colts Facilitate Remote Radio Broadcasts of Away Games from Lucas Oil Stadium
Baltimore Ravens Adjust In-Game Operations To Feed More Content to Digital, Social Platforms
After Busy Offseason, Denver Broncos Welcome Limited Fans Back to Empower Field at Mile High in Week 3
San Francisco 49ers Production Team Shifts Gears To Engage the Players
Jacksonville Jaguars Reflect on In-Stadium Fans During Week 1, Connecting With Duval' Community
Without Raucous Crowds, New Orleans Saints Adapt to a Quiet Mercedes-Benz Superdome
Content Plans Put the Focus on the City and Its People With all the hype surrounding this year's Tennessee Titans squad, its video team has been blessed with one of the more exciting periods in the history of the franchise's time in the Volunteer State. However, with very limited ability to directly engage with its fanbase, Schindler and his crew have gotten very aggressive in creating unique content built for digital and social audiences.
The Titans most notably went viral in recent weeks with a hype video embracing that Tennessee Tough mantra, celebrating not just the current team and the franchise's history but its home in the Heartland.
The Tennessee Tough piece, driven by Creative Director Surf Melendez, was emblematic of a theme that runs through all the content that the Titans video squad has been producing this calendar year: even during a time of tremendous success on the field, the fans remain the heartbeat of the club.
We are built for this. We are Tennessee Tough. pic.twitter.com/pLZXzHNUUW
Tennessee Titans (@Titans) October 13, 2020
That theme dates back to offseason feature pieces spotlighting the community's response to the tornado, the initial coronavirus outbreak, and social-justice movements. It was highlighted by an impressive live Virtual Draft Party on the first night of the NFL Draft in April, which deeply integrated fans as part of the show. In-game host Lance Smith and Titans legend Eddie George hosted fully virtual interviews with celebrity fans, current and former Titans players, and current fans through Zoom video chat. The team also worked with social partner Tagboard to integrate live fan pictures and commentary throughout the Draft.
These were all things that you have to learn, says Schindler, who joined the Titans in 2017 after stints with the Atlanta Hawks and Thrashers in the days of Phillips Arena. You're putting in a couple of weeks putting a whole show together and learning skill sets you never really had before. It's exciting, it's nerve-wracking, but sometimes it brings out the best in you. The [Virtual Draft Party] was pretty cool.
Even when the team got back to producing team-centered content over the summer as Training Camp heated up, fans remained at its heart. In weekly television show Titans All-Access, Titans Senior Director, Broadcasting, Mike Keith and Broadcasting Manager Amie Wells hosted segments in a virtual format (the team has since shifted to a studio it has set up in a space inside Nissan Stadium; the video cre
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
01/06/2026
In its sixth year, the broadcaster's coverage has become a global brand and ...
01/06/2026
Designed to solve a common problem in broadcasting, the automated workflow detects, identifies, removes, and documents copyrighted music
AudioShake has introdu...
01/06/2026
The sports-analytics company combines its data with proprietary AI to help leagu...
01/06/2026
Category line-up & sponsors announced
Photo: Paul Clarke
The Production Music Awards (PMA) have announced that submissions are now officially open ahead of...
01/06/2026
New hybrid sample/synthesis instrument revealed
Excite Audio have just released the latest instalment in their Evolve series, which has been developed in co...
01/06/2026
Latest TONEX expansion captures three rare vintage amps
The newest addition to IK Multimedia's ever-growing TONEX line-up introduces a set of three incr...
01/06/2026
Musically intelligent soft synth gets upgraded
Scaler Music will be probably be best known to many for their music theory tools, but their product range al...
01/06/2026
SBS confirms its broadcast sponsors for FIFA World Cup 2026
1 June, 2026
Media releases
SBS has secured Hyundai, Hisense, Macca's, Rexona, bet365, Com...
01/06/2026
Rohde & Schwarz Satellite Industry Days 2026 guided by the motto From Earth to ...
01/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/06/2026
Marshall Electronics is showcasing a comprehensive lineup of next-generation POV cameras, purpose-built to power today's connected AV environments, at InfoC...
01/06/2026
Adobe Announces Concept to Vector
Deepa Subramaniam June 1, 2026
0 Comments
One of the biggest frustrations we hear from designers is how difficult it...
01/06/2026
Vampire Feature Night Patrol Graded with DaVinci Resolve Studio
Brie Clayton June 1, 2026
0 Comments
Colorist shapes dark, gritty tone for horror thri...
01/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
01/06/2026
Mardi 2 juin 14h00
FilmLight (ARRI), 10 rue Ren Boulanger, 75010 Paris
Rejoignez-nous pour d couvrir comment FLAPI (l'API FilmLight) peut transformer e...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
31/05/2026
Olivia P rez-Collellmir to Premiere Original Work at Gaud Centennial in Barcelona The Berklee graduate and faculty member will debut her choral symphony with...
31/05/2026
Back to All News
Netflix Wins 15 Awards at the Canadian Screen Awards - See Pho...
31/05/2026
Taiwan is home to more than 500 NVIDIA ecosystem partners. More than 1 million N...
31/05/2026
As factories move from isolated automation to plant-wide intelligence, manufacturers need AI systems that can connect live machine signals, quality systems, wor...
31/05/2026
The NVIDIA AI Cloud ecosystem is accelerating the global buildout of AI factory infrastructure. Partners are expanding capacity to meet growing demand from ente...
30/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
30/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
30/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
30/05/2026
Zero in on one that says yes (and no)
Andy Marken May 29, 2026
0 Comments
Hero image courtesy of Deposit Photos
For content creators the most difficu...
29/05/2026
With InfoComm 2026 just weeks away, NDI is giving attendees plenty of reasons to...
29/05/2026
Reaffirming a partnership that has defined Canadian sports broadcasting since 19...
29/05/2026
Mobile/tablet is No. 2 device for watching TV, suggesting that the sports-production industry needs to take another look at the format
Ring Digital's Sprin...
29/05/2026
Berliner Ensemble, one of Berlin's five major theater companies, has expande...
29/05/2026
Solid State Logic will showcase its new compact, fly-away TCA Tour audio product...
29/05/2026
Gerald (Jerry) Pierce, a pioneering technologist who helped shape the digital transformation of the motion picture industry, passed away last month on April 12 ...
29/05/2026
Paramount+ will be the English-language U.S. home for Barclays Women's Super...
29/05/2026
Further strengthening its virtualisation strategy to fully support broadcasters ...
29/05/2026
Swiss broadcaster Canal Alpha has deployed Harmonic's award-winning, software-based XOS Advanced Media Processor to modernize playout operations across cant...
29/05/2026
PTZOptics will showcase a new generation of intelligent video workflows at InfoComm 2026, June 17-19, Las Vegas. Visitors to booth N8227 will see how PTZOptics ...
29/05/2026
Arizona's Family has launched the Arizona's Family Sports (AZFS) streaming app, a new direct-to-consumer destination for live, local sports. The app is ...
29/05/2026
Starting in 2027, DAZN will be the exclusive home of The Canadian Football Leagu...
29/05/2026
Comcast Business has detailed the advanced network infrastructure it has deploye...
29/05/2026
In two-day event, leaders from academia and industry explored solutions to chall...
29/05/2026
The Basketball Tournament (TBT), now entering their 13th year of competition, ha...
29/05/2026
Roku has launched FOX One as a Premium Subscription on The Roku Channel in the U.S. Roku customers can now subscribe to FOX One using their Roku account for liv...
On the Gridiron: Tennessee Titans' Behind-the-Scenes Video Efforts Embodied by Tennessee Tough' Campaign Digital video projects centered on fans and Nashville community have Titans soaring in unbeaten start to season By Brandon Costa, Director of Digital 
