CLEVELAND BROWNS- dna
purpose of the Project
In 2022, the Cleveland Browns wanted their home opener to feel different. Working with The Famous Group, they produced a season-long creative campaign anchored by a pregame hype film built around one theme: DNA. The goal was to fire up the stadium and define the team’s identity by weaving together players, city, and fans as inseparable strands of the Browns’ genetic code.
This video wasn’t just a one-time pump-up. It became the foundation for the entire season-long brand narrative. From pregame intros to scoreboard graphics and social content, “DNA” was everywhere.
Lasers as the Visual Anchor
To bring the DNA metaphor to life, we designed and executed Laser Banding sequences that wrapped players in coils of light. High-powered lasers, haze, and shutter sync transformed quick flashes into floating helixes of energy — captured entirely in-camera.
Instead of asking VFX to simulate light from scratch, the lasers created authentic reflections and highlights across every jersey, helmet, and face. For the players, it felt like stepping into a futuristic lab. For the cameras, it meant every shot already carried the Browns’ DNA theme.
The post-production team then layered in additional VFX, using the practical lasers as a solid foundation. This saved time, ensured realism, and gave the final cut a tactile authenticity CGI alone can’t replicate.
Official Reactions
Eric Burak of The Famous Group called it a first for sports: “We don’t think anyone in the sports world has used lasers for a creative game open.” He noted how the energy on set changed when marquee players walked out to see the lasers — “their energy changes.”
Brent Rossi, the Browns’ CMO, admitted he didn’t fully get the idea at first, but once he saw the footage he called it “amazing” and “extremely all-encompassing.” That endorsement underscores how vital the effect was to realizing the Browns’ creative vision.
Sports Business Journal described the opener as the foundation of the Browns’ new creative strategy, a project that set the tone for the team’s entire season.
Impact and Reaction
The video debuted before kickoff and then became a weekly ritual at FirstEnergy Stadium, thrilling the crowd every home game. Fans described it as movie-like and goosebump-inducing, especially when paired with Kendrick Lamar’s “DNA” pounding through the stadium sound system.
The response was strong enough that the imagery carried through the season in social posts and other activations. Within creative circles, the Browns were credited with setting a new bar for NFL intro films — proving that bold production choices and real technology could elevate the game-day experience.
Outcome
For the Browns, the “DNA” opener achieved everything it set out to: energize fans, inspire players, and define the team’s identity for the year.
For PRECISION, it was a landmark project — the first time Laser Banding was used to power an NFL pregame video. The swirling light helixes didn’t just look spectacular; they gave the Browns’ story its signature visual language. It was proof that lasers can transcend spectacle to become a storytelling medium, shaping how a franchise presents itself to its fans.
SEE IT LIVE
Book a studio visit to explore ideas in person, or request a quote today. We look forward to delivering signature laser moments for your next project.