19 nine: Capturing the Madness of Hardwood History.

The Challenge

19 nine, an Indiana-based apparel company (now owned by Slam) celebrated for its premium retro college basketball gear, needed a powerful promotional video for its 2022 March Madness collection. The campaign had to capture the brand's unique "Hardwood History" ethos and cut through the noise of the busiest season in college basketball to drive record sales and engagement.

The Solution

Plot Line Media developed a concept that embraced a gritty, nostalgic aesthetic. We chose an abandoned manufacturing plant as our location to create an atmosphere of industrial decay, a perfect raw backdrop for retro-inspired apparel. The decision to shoot overnight was strategic, allowing us to craft a spooky yet cool vibe that would make the campaign unforgettable and distinct from typical sports promotions.

The Execution

In a single, focused overnight shoot, the Plotline team brought the vision to life. We used LED lighting tubes to cast dramatic, moody light throughout the vast, empty space. This technique, combined with dynamic gimbal camera work and innovative editing, created a high-energy, visually arresting film. The entire project was executed with precision, capturing all necessary footage in one day to maximize efficiency and creative impact.