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Colorado production company gets Super Bowl commercial assignment

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DENVER -- Sometimes the best teams come from the most unlikely places.

“We let the client be the superstar. We don't need a big fancy space,” said Chris Lewis, the creative director and co-founder of Elevation Digital Media.

Inside this small studio in Denver’s RiNo district, five Colorado guys make up Elevation Digital Media.

“These are the guys that really make the magic here,” Lewis said while pointing to the guys working in a tiny living room like space.

Don’t let their space fool you. Their latest piece is about to air on the biggest stage.

“The Super Bowl is just as important to NFL teams as it would be to people making commercials,” said Jon Stevenson, the company's co-founder and director of photography.

The Denver-based production firm was hired by Colorado's largest public company, Arrow Electronics, to produce a 30-second spot.

“We wanted to do something that was unique, something that people hadn't seen before, something that was different,” said Hugo Meyer, Arrow Electronics’ director of global brand management.

Elevation came up with just that. The commercial features a one-of-a-kind Lego machine, built by a Lego master it flew in from Brazil. The machine takes a piece of paper, folds it into an airplane and launches it into a great white space.

“I hope that this spot provokes thought,” Lewis said.

For Elevation, it's already propelled it to the top.

“When Hugh and Rich at Arrow told us, 'Hey, we'd like to put you in the Super Bowl and have your piece air during it,' I think we felt as close as you could as a player because that’s what we all like they do, aim for in television production,” Lewis said.

A Colorado business hired a Colorado production firm to produce a commercial airing in a game headlined by Colorado’s home team.

“When someone finally tells you millions of people are going to see it, it's kind of like 'Oh,'” Stevenson said.

The commercial will air during the third quarter of the Super Bowl.  Elevation Digital Media has also produced commercials for Nike, Comcast and Western Union. This will be its first spot to air in the Super Bowl. ​