In June of 2020, shortly after the murder of George Floyd, the Texans organization began a series of videos that ran on the team’s social media channels and website that featured the team’s ownership group sitting down and having conversations with prominent Black leaders within the organization and the community.

Below is an example of how we positioned one particular video, that of legendary assistant Romeo Crennel, and how we let his words tell the story on our social platforms. With every team I’ve worked for I’ve always tried to make sure that the voice of the brand is authentic to those it represents, and this release with Coach Crennel was one that I felt proud of.

We began with a simple tease in the morning, to let our audience know that the full piece would be releasing later that night.

On Instagram we used a photo from Zach Tarrant, our team photographer, along with a quote about what Coach Crennel saw with the protests that were happening at the time.

We launched the video on Facebook as a premier and also on our website and Youtube channel.

In the copy it was important to frame this in a way that showcased that prejudice doesn’t go away even when you are one of the greats of the game.

It was also important to make sure that we were letting Coach Crennel’s words do the talking. It was about his experiences, his feelings and his life.