I think this is a stretch from where the lyrical lemonade shirt. Let me say that if this was the actual concept, that would’ve been cool. However, I didn’t get that takeaway when I watched the video myself. If the average fan isn’t understanding what you are going for in a video, that video sucks. This is on top of the animations/images themselves for our schedule looking like shit too. Overall I’d grade this a D. Only my homerism for the bears is keeping the grade from an F.
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The mascots needed to be in more obvious danger. I know it’s supposed to be subtle, but when they pan back to the Lions/Vikings/Packers for lyrical lemonade shirt, they had an opportunity to show them way more stressed. Also, go even darker. Instead of having the bus arrive at Soldier, have the bus leave from Soldier in the beginning of the video and drive into the darkness (even a cave or something) at the end. Make it more sinister– that’s the obvious plot here, so follow through with it and remove any confusion about what’s going on.