The brief to D/CAL:
Get Pistons fans stoked. But do it with self-awareness and acknowledgement that this team has some work to do. Gravitas over glitz. Candor over glamour.

So we brought a playbook for greatness that's just two words long: DO WORK.

The project itself lived up to that in every way...

There wasn't a precious shoot day. There were several days shooting, using mini-DV cameras from the late 90's, from the streets to the practice court.

There wasn't a big music licensing deal. There was a re-record of The Stooges “I wanna be your dog” by The Armed, members of Queens of the Stone Age, remixed by Helluva and Kevin Saunderson. A beautiful collision of Detroit punk, hiphop, and techno.

There wasn't one, professional VO narrator in a booth. There were several voices - real Detroiters with all manner of notoriety, all speaking from the heart, wherever we could catch them.

There wasn't a black box. There was true collaboration among the D/CAL team, the Pistons talented in-house folks, and our friends at WORLDFARE.

We let it be what it needed to be. Proud, to say the least.