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Fanatics - Determined

In partnership with the NFL Players Association and Fanatics, Shadow Lion directed and produced Determined, a documentary that follows four college seniors as they prepare to play their last collegiate football game.

This story unlocks the physical, mental and emotional roadblocks that these athletes, each from different backgrounds and experiences, had to overcome on their journey. This effectively created a way for Fanatics to reposition their brand as story-driven, which was a driving force for them from the beginning.

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  • 195
    Athletes Casted
  • 4
    Athletes Chosen
  • 200+
    Hours of Footage
  • 1
    Original Film
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Narrowing down over 195 candidates, we took the time to learn about their struggles, preparations and process. For us, it was never about stats; four players were chosen for their commitment and dedication to the game.

Our creative edge? Fostering real relationships with the friends, family and coaches who have lived this journey every day alongside the players, so they feel comfortable speaking to the true story, hard work and feelings behind it all. From the home of player's families to the locker room before the game, our crew was with the players at every turn of the story.

Working with Shadow Lion has been tremendous. They're not just a production company. Their staff treats you like family. It goes deeper than traditional work collaboration, from pre-production to production and post. They are trustworthy, efficient, and consistent

DJ CottrellProducer, One Team Partners

The documentary now lives on the Fanatics website, YouTube and social media platforms - a definitive testament to what Fanatics stands for.

Shadow Lion is a new generation of storytellers and strategists – a creative studio defined by hustle, emotion, and trust.

We started as a creative and production arm to support our co-founder, Tom Brady, and his brand partners. Then, we started doing the same for other athletes, influencers, brands and agencies. Then, original podcasts, documentaries, and other original series.

We do it all with our in-house production team, enabling us to turn our and our clients’ ideas into reality with speed, scale and a consistently high level of quality and care.


We are a creative studio. We live at the intersection of strategy, production and post.

  • Agency

    • Creative Strategy & Ideation
    • Competitive & Cultural Insights
    • Creator Studios & Influencer Marketing
    • Branded Content Development
    • Partnerships
    • Product Launches
    • Fan Experiences
    • Community Management
    • Monitoring & Reporting
  • Originals

    • Long & Short-Form Episodic Series
    • Documentaries
    • Podcasts & Vodcasts
    • Concept Development
  • Productions

    • À La Carte Production From Pre to Post
    • Video
    • Audio
    • Graphic Design
    • VFX
    • Animation
    • Finishing

Our Clients

  • NFL company logo
  • Amazon company logo
  • Pepsi company logo
  • VISA company logo
  • Fox Sports company logo
  • Peacock company logo
  • Hertz company logo
  • Under Armour company logo
  • Frito Lay company logo
  • Fanatics company logo
  • Aston Martin company logo
  • Hasbro company logo
  • Bounty company logo
  • IWC SCHAFFHAUSEN company logo
  • Meta company logo
  • Michelob Ultra company logo
  •  EA Sports company logo
  • Molson Coors company logo
  • TB12 company logo
  • Autograph company logo