‘Cuse Creative team speaks to Newhouse students about content creation in sports

On Wednesday afternoon, six members of Syracuse Athletics’ creative team spoke to Newhouse students about what content creation in athletics entails. The panel was comprised of Ethan Salm (Social Content Specialist), Kyle Rubin (Graphic Designer), Jack Phillips (Creative Content Producer), Todd Michalek (Lead Photographer), Van Norris (Creative Content Producer) and Mike Lang (Assistant Athletics Director/Creative Services). Professor Jordan Kligerman hosted the event.

A recurring theme throughout the conversation was that of how much preparation truly goes into creating engaging, high-quality content, especially on tight deadlines. Van Norris explained the concept of a shot sheet, which is a list of desired photos and videos given to those shooting an event. 

The various shots on the sheet are what the content producers would like to use in potential projects in the future. For example, if the team is planning a long-form piece on the progression of the women’s basketball team, the team would prefer to have behind the scenes footage on hand to use once the storyline comes together. 

They showed students a long-form piece on the women’s basketball team containing several behind the scenes clips of the locker room after tough losses, along with game footage and previous press conferences from heartbreaker losses. The team then combined all the footage to create a piece that told the story of not just the team earning their first ranked win over UNC, but the buildup using the aforementioned footage in combination of game footage. 

Compared to schools like Duke and Clemson, the Syracuse creative team is actually quite small, something that Jack Phillips said is often a positive. While the team acknowledged that on jam-packed weekends with several teams in action, it can be difficult to plan out logistically in terms of staffing. However, the size of the team allows the creative staff to develop a closer relationship with both athletes and coaches. 

On the subject of developing good working relationships, the team emphasized the importance of communication amongst all those involved in content creation. That may include the athletes themselves (especially in the NIL era), SIDs, coaches and even other members of the creative team. Lang referenced Kayla Treanor, the head coach of the women’s lacrosse team, sharing how Coach Treanor called the team the day she was hired to set up a meeting. 

Additionally, the team explained the decision-making process behind what content to create for what game. Norris explained that more effort will be put into creating content for a football game against Clemson or Notre Dame, as opposed to lower-profile opponents. 

With those games against lower-profile opponents, the team explained that while they may not create and post as much content throughout the game, the blowout victories provide opportunities to photograph up-and-coming athletes that may not see the field as much. That content can be used in the future as the athletes mature and work their way into the lineup with time. 

That concept also goes back to planning and organization, as the team must be sure to label their files and archive the photos and game footage for when the athletes request it for highlight videos. In the NIL era, the team explained the role they play in assisting the athletes with building their brand. The more archived photo and video they have to work with, the better they can build their brand and market themselves. 

While the event wasn’t a recruiting session, the team shared opportunities within their department. Opportunities include positions in graphic design, motion design, photography and video, both shooting and production. Those interested in applying for positions on the ‘Cuse Creative team can do so at cuse.com/creative.