Detroit Pistons - "Do Work" | 24/25 Brand Campaign

STRATEGY // CREATIVE // PRODUCTION // VIDEO

After a string of rough seasons, the Detroit Pistons needed to reset in 2024. D/CAL was tasked with creating an inspiring rally cry for the team. Something that was authentic, believable, and didn’t repeat the same overpromises from years past. We weren’t going to capture the glory of the Bad Boys overnight. But one thing we were sure of is that everyone from the players to the coaches to the organization was going to put in the work to get back on track. That led us to the mantra of “Do Work” which came to life through an anthem video that was shared on the socials and in stadium.