Honoring 100 Years of New York Giants Football: Inside the Making of the Team’s Logo Animation Video

The franchise worked with longtime partner, The Famous Group, on this special project

This fall, the four-time Super Bowl Champion New York Giants will celebrate their 100th anniversary season. With a rich history that pre-dates the creation of the National Football League, the franchise wanted to honor their lineage through a logo animation video that runs through memorable plays and players over the years. Tapping a working relationship of 17 years, the club recruited the services of The Famous Group (TFG) to execute their vision.

In this interview, we sit down with two members from the New York Giants — VP and Executive Producer Don Sperling and Director, Digital Platforms, David Dominik — and two members from The Famous Group — Creative Director Hemu Karadkar and Executive Producer Gil Colon — to understand the brainstorming that went into the idea, how TFG inserted their expertise and technical know-how into the process, how the organization’s deep archive of photos and videos added context to this historic moment, and how the video is the beginning of numerous initiatives in place during this special season.

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Don Sperling on upcoming intiatives for the 100th anniversary season:

On top of our regular deliverables [for the season], we’re adding this amazing layer of celebrating Giants 100 with an incredible amount of initiatives. In addition to a special logo and this logo animation video, we’ll be hosting a special event named “Giants 100: A Night with Legends” at The Theater at Madison Square Garden on June 20, unveiling the Top 100 Players throughout the summer, and more. When we hit opening weekend, we’ll really get into highlighting special moments and celebrate this milestone all season long because it’s incredibly rare to be a part of the 100th anniversary.

Hemu Karadkar on The Famous Group’s role in the creative process:

For us, the task was coming up with a great idea of how to animate [the logo] and tell the story of all of the elements that are within it. From the very beginning. Don had explained to us how every element of the logo had a history, and we needed to take this piece of art and bring it to life. One of the biggest challenges for us was telling a visual story that’s interesting for the fans that are watching. We developed a style with a time lapse that showed these plays and how it’s building towards the coming together of the logo. We had to narrow [the content] down to 30 minutes and find a good place to where the Giants could get involved with their specific direction.

Gil Colon on the technical aspect of the project:

When we got the hard drive from the Giants, it was about half a terabyte of footage. We worked very closely with Don and [New York Giants Content Producer] Natalie [Wizel] to narrow everything down by weaving in highlights, footage, and stills into the fabric of the animation. After doing that, you really start to see the story and overall history of the franchise. We took about two months to get to this point between March and mid-May 2024, so it’s been a fun lift.

David Dominik on choosing specific moments that made the video:

Everyone on our team is a super fan and historian that understands this club inside and out. They knew what moments would resonate the most with our fans and were really important to showcase, so we needed to start with the Polo Grounds and into our seasons at Yankee Stadium. For all of our Super Bowl victories, we wanted to make sure that there was representation from our owners and coaches. There are smaller details that people remember like quotes from Bill Parcells or Lawrence Taylor, but you can watch this video over and over again and keep finding different things that you didn’t see the first time. You’re never going to get everything in, but I think our team did a really good job of capturing a cohesive story that spans 100 years.

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