works

The New Reign

Description

As part of the broader New Reign campaign to relaunch St. John’s basketball under Hall of Fame coach Rick Pitino, 11 Ounces was tasked with creating a cinematic intro film that would serve as the heartbeat of the team’s home-court experience. The challenge: set the tone for a new era, capture the spirit of the city, and deliver a moment that gave fans chills and gave players purpose. The final product had to do more than entertain—it had to move the building. And it had to feel bigger than basketball.

Case study

The result was a CGI-led production that blended fantasy with legacy. The entire team was featured, alongside St. John’s two historic mascots—the Mustang and the Thunderbird—brought back to life to symbolize the program’s evolution. The video traveled through iconic New York landscapes, from subway tunnels to Times Square, climbing high above Madison Square Garden in a high-energy, high-style declaration that St. John’s was entering a new chapter. Every frame was designed to feel mythic, cinematic, and deeply New York. Played before every home game, the video set the emotional tone for the season. It electrified Madison Square Garden. It fueled the fan base. And it helped turn home court into a true advantage. The team went undefeated at home, sold out MSG for the first time in decades, and reignited a fan culture that had long been dormant. What started as a content piece became something greater—a rallying cry, a symbol of belief, and the moment the team officially stepped into The New Reign.

RESULTS

Grew social media following +80% and social engagements +244% YoY and Successfully identified and executed team’s first NIL brand partnership with Avirex. The Men's team results led to AOR expansion to Women’s team for 25/26 season.