Making of the Halo Commercial

A quick look at the process of producing a commercial for our new women's stick, the Halo. Written by Bailee Bradshaw. 

5 years. 5 years of ideas, sketches, and 3D prints. Which then turned into field testing, color trials, and final design decisions to ensure the final product was something we were proud of. The Halo was one of the longest-running projects this company has ever had, and with every hiccup and celebration, all the work was worth it.

The most stressful yet rewarding part of marketing a new head is producing the commercial. You want it to be different and original, yet captivating and inspirational. You want it to be remembered by every viewer and something people can look back on when they need to feel motivated or inspired. You want it to sell your product and your brand, without shoving your product in the viewer's face.

On November 13th, 2024, the Premier Lacrosse League (PLL) announced the Women’s Lacrosse League (WLL). This quickly became a trending topic in the lacrosse world, as a new generation of Professional Women’s lacrosse was born. In February of 2025, there would be a Championship Series weekend where 4 inaugural WLL teams would compete for a trophy at the St. James in Springfield, Virginia. This new era of women’s lacrosse swept the community with excitement. Not only are lacrosse fans excited to watch their favorite lacrosse players compete, but little girls everywhere now have a new goal to aim for in their future.

February rolled around, and I was sent to the WLL to film a game. Standing inside the St. James, watching our pro players Erin Bakes and Madison Doucette play in the Championship series was an unreal experience. Between the screams from the fans and young girls running around in WLL jerseys, the energy was contagious. On the drive back to Baltimore, I had the idea to use this WLL motivation for the Halo. In the past, we’ve produced many “Hard Work Pays Off” motivational videos, and I wanted something different for this. I wanted something inspirational. I wanted to pull on the heartstrings of parents and players everywhere.

The idea for the Halo commercial was to have a little girl looking up to the WLL Pro player, watching her practice, watching her in the big game on ESPN, and then going home and trying all the same moves. I also wanted to show that any age player can use the Halo. After hours and days of planning, Winston, Carson, and I laid out a full storyboard with all the locations and angles I had envisioned. On April 18th, 2025, Erin Bakes, an ECD athlete and a member of the WLL California Palms, came down from New York to be in the commercial. To play the young girl, our Marketing Director, Brian, invited his niece, Paige.

She was on Spring Break from school that week, so it was perfect to have her come be a part of the magic.

The commercial shoot day was the most perfect day you could ask for. The weather was perfect, Erin and Paige showed up (accidentally) matching, and everything went as smoothly as it could possibly go. We started at ECD where we had Paige in the video room to film the scene where she was watching Erin on ESPN. We turned all the lights off and wrapped a blanket around her to look like she was at home. Then, we traveled down the road to Notre Dame Prep, where we filmed Erin’s part of the commercial and the scene where Paige was watching her from afar. After that, we travelled over to a field near Loch Raven Technical High School, where we filmed Paige’s part of the commercial, where she is trying all the moves she just watched Erin doing.

To be transparent, I was extremely nervous to shoot this commercial. I was nervous something would go wrong, a shot wouldn’t pan out, or my vision just wouldn’t look right when it all came together. But, for my first commercial ever, I am extremely proud of how everything turned out and feel so grateful for the whole marketing team and how they came together to create the vision. The support from the lacrosse community and the ECD crew has been incredible. While I hope little girls everywhere see the commercial, and want to try the Halo, more importantly, I hope they see the WLL Pro players on their TV’s at home and feel inspired.

Check out the Halo Commercial here!