Breaking Barriers for Equal Play, Equal Pay

An engineering feat. A logistical challenge. A screaming deadline. This HBO Max project came to our Premier Press team with many moving parts—just our kind of engineering challenge.

The job was to produce 45 highly conceptual seeding kits, ready for delivery four days before the launch of a HBO Max streaming documentary, LFG (Let’s F**ing Go), the U.S. Women’s National Soccer Team’s fight to get equal pay for equal play–breaking barriers. Creatives found an exceptionally clever way to bring this concept to life by specifying a breakaway glass insert, right on top, just waiting to be broken.

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Bold, stark and contemporary, the box delivers the team’s If We Win, Everyone Wins mantra atop the clear sheet of breakaway glass (a fun, thematic jersey shows through) with a hefty rubber mallet to quite literally, break the barrier. We even produced a video tutorial to show the shattering effect.

The 30-inch turned-edge box is soft-touch laminate with matching colors for messaging; foam with topper is vetted to hold the swag in place. So far, so good but there was one hitch in the plan. The boxes had to be constructed before shipment to LA and NYC where they would then be deconstructed so the swag could be placed inside and glass secured in position—some delicate assembly. Once finishing touches were made, boxes were ready for white glove delivery to their final destinations.

We’re always ready to welcome the next challenge and this was one for the project engineering record books. When a client gives us a great idea, we will jump through hoops to deliver on their behalf.

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