OPPORTUNITY, MEET PREPARATION
In January of 2025 the Washington Commanders surprised many by reaching the NFC Championship for the first time since 1991. From a brand standpoint this presented the ideal opportunity to build out the Commanders brand in a new and exciting era of Washington Football. On new ground, the Commanders Content Team met the moment.
REAL-TIME STORYTELLING UNDER POSTSEASON PRESSURE
This playoff run wasn’t about posting more. It was about capturing the right moments and knowing how to treat them. When production timelines are condensed and appetite for content is at an all-time high content strategists need to work both smarter and harder.
LET THE MOMENT LEAD
Playoff football doesn’t need overproduction. The approach was simple: trust the moment, respect the emotion, and avoid forcing content where it didn’t belong.
PLATFORM AWARENESS
Even in the biggest moments content creators need to be aware of what platforms content belongs on. Content wasn’t captured generically and repurposed later. Each piece was created with its final platform, pacing, and audience behavior already in mind.
COMMANDERS FIND A WAY
Never lose sight of the brand. The postseason reinforced a core belief: strong social content isn’t about filling feeds. It’s about earning attention through timing, instinct, and emotional clarity. Authenticity is most important when brands have the most attention on them.