Behind the Braves

Client

Atlanta Braves

Description

Behind the Braves is an episodic documentary series produced for the Atlanta Braves, now in its sixth season. Frame 23 created the format — the first spring-training documentary series in Major League Baseball. Designed primarily for YouTube, the series delivers cinematic, inside-access storytelling that brings fans deeper into the team, players, and organization. Each episode is precisely structured at 22 minutes, allowing the series to function both as a digital-first release and as broadcast-ready programming for Braves affiliate networks, with additional short-form content distributed across social platforms. The films go past the box score. They tell stories personal to the players and show them as people, not products on a field — and those stories are the point.

  1. Structure: Develop a repeatable episodic format built for both digital and broadcast distribution.
  2. Immerse: Bring fans inside the organization through cinematic, long-form storytelling.
  3. Sustain: Deliver one 22-minute, broadcast-ready episode every week across a five-week span, shot during spring training — six seasons running.
Visual journey

Outcome

Across six seasons, Behind the Braves has become a flagship storytelling property for the organization, performing across digital, broadcast, and social channels. Season 6's premiere drew roughly 405,000 views on YouTube — on a Braves channel with about 188,000 subscribers. A single episode more than doubling the subscriber base is direct evidence the series reaches well beyond the existing fanbase. The momentum shows year over year: the Season 5 premiere drew about 171,000 views against Season 6's 405,000, roughly 2.4x growth on the same channel, in the same slot. Across the season, the run drew approximately 1 million views on YouTube — and the series also airs on Braves affiliate networks and lives on mlb.com/braves, so its total audience runs beyond the online count.

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