Panthers Blueprint is an all-access documentary series that takes fans behind the scenes of the team-building process, introducing them to the key figures shaping the Carolina Panthers' future. With a focus on reigniting fan passion and reinforcing team identity, the series gives viewers an inside look at the journey, the decisions, and the people driving the franchise forward.
How it started…
When I joined the Carolina Panthers in the summer of 2022 as Head of Digital Video Production, I was brought on in part because of my work producing Cardinals Flight Plan, an all-access docuseries that took fans behind the scenes of the Arizona Cardinals. At the time, the Panthers digital team wasn’t producing an original docuseries—aside from their training camp show Camp Confidential. Knowing how impactful this type of content could be in energizing a fanbase, I challenged my Long form team to create a new series capturing the team’s journey from January 2023 through the end of summer practices in June. The team got together and made a plan.. and that’s how Panthers Blueprint was born.
Additionally, the Panthers made a bold move by trading up for the #1 pick in the 2023 NFL Draft. This allowed us to document not just the decision-making process but also the selection of Bryce Young as the team’s franchise quarterback. Sharing these pivotal moments with fans was an unforgettable experience and a testament to what great storytelling can achieve.
And while the 2023 season went, well, terribly (the Panthers finished a disappointing 2-15 and Frank Reich and his staff were let go), I’m still incredibly proud of what we accomplished in storytelling, promoting our football team, and re-invigorating our fanbase. This was a team effort all the way, and I’m proud of the innovation, quality, and execution my team delivered throughout. If you want to see more of the numbers behind the success of this program - I’ve detailed them here.
A team process through and through
Working with Longform Manager Jack Chapman, Senior Producer Kyle Toot, and Producer Kelly Bright, we set out to make the series unique. We decided to break away from a linear narrative, a vision spearheaded by Jack, and instead organized the episodes around key themes: the coaching change, free agency moves, and the NFL Draft. The result? Three episodes released in June 2023 on the Panthers’ YouTube channel. This approach paid off, leading to the Panthers highest YouTube watch time ever - during what’s typically considered the quietest period for NFL fans. The series rekindled excitement within our fanbase and built anticipation for the upcoming season.
Episode 1 of Panthers Blueprint was packed with so many compelling storylines. In January 2023, Frank Reich was hired as Head Coach after Matt Rhule’s departure. The story practically wrote itself: Reich had been the Panthers’ first-ever quarterback in 1995, and now he was returning as head coach. To make things even more special, he hired Dom Capers, the franchise’s first head coach, to join his staff. Seeing the team’s original quarterback and head coach back in Carolina created incredible parallels and gave us a rich narrative to explore. I mean… you can just feel the emotion in this scene.
If you’d like to see more of the numbers and promotional efforts behind the success of this program - I’ve detailed them here.
Now, they say sequels are never as good as the original—but in our case, Season 2 of Panthers Blueprint was every bit as good, if not better. The production quality, access, and storytelling were even sharper, and we achieved this with a leaner post-production team, including myself, Jack Chapman, and Kelly Bright. We refined our format, shifting from a three-episode structure to two, with Episode 1 covering the hiring of new General Manager (and former Panthers linebacker) Dan Morgan, as well as his new head coach, Dave Canales, and his staff. Episode 2 focused on key free agency and draft additions, including the signings of hometown heroes Jadeveon Clowney and Xavier Legette—both from South Carolina and both beloved by the fanbase.
As great storytelling does when done right, Panthers Blueprint once again gave hope to a dejected fanbase. Engagement surged across our social platforms, sparking widespread discussion across Twitter, Instagram, and Reddit in the days following its release, generating an overwhelmingly positive response— optimism had returned to the fan base, Panthers Blueprint did it again.
A passionate team - eager to share even more with our fanbase
As our rebranded Documentaries and Features team (formerly the Longform Team) expanded with new talent—including editor Joe Brunette and cinematographer Charlie Beasley—the opportunity arose to create an in-season edition of Panthers Blueprint.
This led to our first themed in-season episode, Panthers Blueprint: Germany, offering fans an exclusive, in-depth look at the journey across the Atlantic to face the New York Giants. The episode captured everything from travel logistics and team events in Munich to practice sessions and a special mic’d-up recap of the thrilling 20-17 victory.
While this episode didn’t reach the same viewership numbers as other Panthers Blueprint installments, it was a testament to the resolve and work ethic of our Documentaries & Features team—delivering a high-quality piece on an incredibly tight turnaround during the season. Despite the lower total views, the average watch time exceeded 16 minutes, proving that our core audience was engaged and watching for the long haul.
Beyond the numbers, this episode played a key role in expanding the Panthers' presence beyond the Carolinas. As one of the smaller-market teams in the NFL, the franchise is always looking for ways to grow its footprint, and the overwhelmingly positive response from German fans reinforced the value of these efforts. As the NFL continues to expand its reach in Europe, the long-term impact of this initiative will only grow, strengthening the Panthers' international fanbase for years to come.