Earlier this year, the Brave New Media team was approached by the inspiring and accomplished soccer player and friend, Tony Sanneh of the Sanneh Foundation to breathe new life into the current training videos used in his coaching curriculum. Aside from his formidable playing career, Tony has been active in several community-based organizations and initiatives over the years focusing on diversity, equality and inclusion. Given our history and affiliation with Tony, and the Sanneh Foundation along with his concerns with the effectiveness of the older videos and continued issues faced within the league, we were more than happy to kick it off with a re-imagined and brave new look that inspires and sparks change within the community.
This collection of videos would be used to train the teams and arm their coaches with the tools to create a safe culture on and off pitch. Even though the content from the original videos were quite dated and disengaging, the issues unfortunately remained the same throughout the years. Our hope was that in sharing these resources and experiences through a new perspective we would be able to provide healthier environments for everyone involved. This opportunity to create change while addressing discrimination issues within the MLS was one that resonated with us on a deeper level. These were not just going to be any coaching videos, but ones that focused on creating positive change, an important pillar that we focus on here at Brave New Media.
We worked closely with the MLS Next team and key stakeholders to understand and target the concerns that needed to be addressed, while creating new scripts that were enhanced, engaging and impactful. We started off by casting real kids but professional actors within the local community to add authenticity to the videos. We purposely chose this juxtaposition to create an interesting dynamic between kids who experienced discrimination first hand, and actors hired to play the part.
We then focused on building a new narrative that would achieve all of these directives and objectives. This was quite the balancing act, but in our brave new way we collaboratively put our heads together between creative and production teams, to tell a new story.
In the end, we have these fresh new videos to look forward to along with a chance to make a difference that matters while setting a standard that touches everyone involved in MLS. As we continue to grow with the well being sports brand, we’re facilitating a future filled with great storytelling and educational videos built around a curriculum, and that’s exciting.