When an institution with over 150 years of leadership development needs an anthem video that captures their essence, they need a strategic partner who understands both their heritage and their future. TCU has a proven track record with the cause marketing team at BVK and BVK recognized the need for seamless post-production expertise. Chris Salters and Sawtooth were tapped as their comprehensive post production solution, working alongside Nametag Films to bring the Lead On 150 campaign to life.
Evolution of a Brand Story
Collegiate spots naturally lend themselves to energetic storytelling, but anthem videos demand an even more elevated approach – one that connects deeply with multiple audiences while driving real institutional goals. This wasn’t any of the studio’s first ventures into TCU’s brand territory. A 2019 campaign had already established a strong foundation for storytelling that resonated with the TCU community.
While the 2019 piece leveraged a gritty, Texanized tone that struck an emotional chord, 2022 called for a fresh perspective. The new direction needed to showcase TCU’s commitment to diversity and character while delivering impact in a tight 30-second national broadcast window during football season. The challenge wasn’t just creative – it was strategic.
Streamlined Systems for Complex Deliverables
To maximize efficiency across this multi-deliverable project, the post workflow was built around DaVinci Resolve rather than Premiere Pro. This strategic choice allowed the system to leverage GPUs to handle large amounts of 6K footage smoothly while providing latitude for sophisticated effects work via BorisFX Continuum and Mocha Pro stabilization.
Color-Grading Without Compromise
Real efficiency gains emerged during the online editorial process by leveraging Resolve’s integrated toolset. Color grading could happen alongside edit revisions and client feedback cycles. This workflow streamlined NLE conform times and eliminated the typical back-and-forth between offline editing and color correction. The results significantly reduced iteration and delivery times.
Audio Finesse at Every Stage
Sound design played a crucial role in driving emotional impact. After landing on the perfect track from MusicBed, Resolve’s Fairlight DAW enabled quick audio sweetening for review cuts. This attention to audio detail early in the process meant that when picture locked, the transition to Dallas Audio Post for broadcast mixing was seamless and already one step ahead.
Optimized for Every Platform
After rendering DNxHD 444 masters of the color-graded and mixed edits from DaVinci, the content was resized for social media platforms using Premiere Pro since its motion controls are better suited for social edits. Using scene edit detection, we quickly created square (1:1) and vertical (9:16) versions from the original 16:9 masters.
Graphics were built in such a way that they could be used across all three aspect ratios without the need for additional editing – saving time while still looking good. The full campaign resulted in 15 distinct deliverables spanning broadcast, online, and social media platforms. The 30-second version of the broadcast spot even made an appearance in the 2023 CFB National Championship game.
Beyond the Edit Bay
Creating brand films for collegiate institutions goes beyond technical execution – it’s about crafting messages that shape perceptions and drive institutional growth. Sawtooth can trace its roots back to Texas A&M’s 12th Man Productions, where Chris Salters first fell in love with editing, to his time developing the TCU Athletics‘ video department from the ground up. This deep understanding of the collegiate space translates into content that doesn’t just look polished – it moves audiences and fans towards these institutions. TCU’s Lead On 150 is a promotional video that was built as a strategic asset used to capture the school’s essence while delivering impact across multiple platforms and audience segments.
