A Storied Comeback
Customer Story · Lumen Technologies
In 2024, we made a documentary about the Pac-12 at a pretty extraordinary moment in its history.
The conference had lost ten schools and was fighting for its future. Its television network, powered by Lumen, was helping it build what came next.
On the day the film was released, Lumen’s stock price jumped 12%.
PAC-12
The Story
On August 2, 2024, the Pac-12 nearly disappeared.
Ten schools announced they were leaving the conference. More than a century of college sports history unraveled almost overnight.
But the Pac-12 still had its television network.
From an office park in San Ramon, CA the Pac-12 Network could produce live sports remotely from around the country. Lumen’s network connected venues back to San Ramon, which meant the conference could broadcast games without sending a traditional production truck and crew to every location.
Sometimes the entire operation on site fit inside a Pelican case.
That flexibility became increasingly important as the Pac-12 began rebuilding. By September 2025, eight new schools had joined the conference.
That was the story we wanted to tell.
The Work
We shot the film in three locations across two states in a single day:
College baseball in Pullman, WA
Arena football in Oakland, CA
The Pac-12 Network control room in San Ramon, CA
We wanted the technology to be part of the story without making a film about technology. So we followed the people actually using it: producers, engineers and crews putting live sports on the air.
The film was released on the opening day of the college football season.
My Role
Creative Director & Director
Developed the story and creative approach
Directed on-set production
Led the film through post
Worked with Lumen and Pac-12 leadership on the story and release
Impact
Market
Lumen stock price increased 12% on the day the film was released
Press
11,156 press release views (3× average)
3 earned media placements
Social
Impressions increased 193%
Video views increased 120%
Engagement increased 74%
Internal
21,342 internal views
192 employee reactions