Jackie Robinson

A film by Ken Burns, Sarah Burns, and David McMahon

Capabilities

Creative Direction, Marketing

Deliverables

Print and Trailers

Partners

Nathaniel Howe Studios & BPG

01. Introduction

"Jackie Robinson, a two-part, four-hour film directed by Ken Burns, Sarah Burns and David McMahon tells the story of an American icon whose life-long battle for first class citizenship for all African Americans transcends even his remarkable athletic achievements."

Our goal was to showcase Jackie Robinson’s impact beyond the baseball field, staying true to the Creative Brief’s core insight: “While it’s baseball that defines Robinson’s life and legacy to nearly every American, his life and choices after baseball reflected his attempt to stay true to himself and make choices he believed were right, even if they ran counter to others' expectations for his actions or affiliations.”

With this in mind, we crafted a narrative that highlighted Robinson’s unwavering commitment to social justice, business, and civil rights. Through a combination of archival footage, compelling storytelling, and thoughtful visual design, we aimed to present a fuller picture of his enduring legacy. By moving beyond the well-known baseball moments, this project honored the depth of his influence and the courage of his convictions.

We strive to create a cohesive visual identity across print, on-air, digital, and social, but this project presented unique challenges. The print design required more approvals than usual, and we needed a teaser in the meantime. To bridge the gap, we focused on paper textures and iconic categories representing Jackie Robinson.

For the series sell, we carried the category motif forward. However, once the print ad was approved, we faced a new challenge—translating its bright blue palette into a serious, respectful on-air spot that honored Robinson’s legacy. After exploring multiple concepts, I believe Nate James and his studio delivered a fantastic final execution.