Construction was wrapping up on the brand new Mercedes-Benz Stadium in Atlanta, home to the Atlanta Falcons and Atlanta United teams, so we wanted to create a buzz for its grand opening and the start of its first football season. With the help of local legends and important figures of Atlanta along with the passion of Samuel L. Jackson, we created a campaign that tapped into the heart of Atlanta, getting thousands to unite and rise up together with pride for their city, the start of the season and before every game.