Nashville's New Home Team, Upshot Nashville

Produced and directed by Erin Ryder, this :60 sizzle announced Upshot Nashville, the city's new women's basketball franchise, with a live premiere on the stage of the Ryman Auditorium.

The spot was built to do more than hype an announcement, it needed to root a brand-new team in a city with deep, layered sports history. Erin led the concept from script to screen, structuring the piece as a journey: opening in the textures of Nashville itself, moving through the city's existing sports culture, then honoring the foundational women's basketball moments that came before Upshot, before pivoting forward into the energy of the city's growth and diversity of neighborhoods, and landing on a confident, unifying close.

Edited by Chad McClarnon