Ryan Shazier's 50 Phenoms

In December of 2017, former Pittsburgh Steelers linebacker, Ryan Shazier, had a devastating and life-changing injury during a Monday Night football game against the Cincinnati Bengals. After undergoing numerous surgeries and physical therapies, Shazier’s ongoing recovery has inspired many, connecting him with a new audience. Shazier partnered with UPMC to create a Mid-Atlantic Regional Emmy Award winning series, Ryan Shazier's 50 Phenoms. A web series featuring patients who faced difficult recoveries, sharing their stories to motivate others and encourage hope in the face of adversity.

Alexa led all aspects of planning and production for the monthly episodes of 50 Phenoms, overseeing patient interviews, location scouting, and working directly with Ryan Shazier to identify the most relatable and inspiring stories. As part of a comprehensive multi-channel campaign, Alexa conceptualized and produced over 60 pieces of video and social content per episode, strategically distributing videos across high-visibility platforms such as Steelers.com, Facebook, Instagram, and YouTube.

Full Length Episodes

Season 1 Episode 3: Omar & Clay

Season 1 Episode 5: Julian Cann

Promotional Ads

50 Phenoms Landing Page

Behind the Scenes

For Season 2 of Ryan Shazier's 50 Phenoms, Alexa recognized the immense challenges ahead. The onset of the COVID-19 pandemic introduced a unique set of obstacles, disrupting the established production processes from Season 1. Alexa leveraged resources like Microsoft Teams to coordinate with the production crew, scout set locations remotely, virtually guide interviews, assist with wardrobe, and ensure compliance with COVID-19 guidelines.

Full Length Episode

Season 2 Episode 3: James Conner

Promotional Ads

Behind the Scenes

Campaign Credits:
Art Directors: Alexa Valenta, Dave Hughes
Copywriter: Bill Garrison, Mike Giunta, Macy DiRienzo
Client: UPMC
Date: Spring 2020 - Winter 2021
Agency: GH Advertising

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