It's officially a new era in Atlanta under head coach Raheem Morris. 

And the Falcons are celebrating Morris' return to the "A" with a hype video, which also just so happens to be the Season 4 Premiere of the team's "On The Rise" short video series. 

The video kicks off with Falcons team reporter Tori McElhaney asking Morris, "You said, 'I'm going to lead a team at some point and I'm gonna be me,' when you said, 'I'm gonna be me,' what did that mean then and how does that relate to what it means now?"

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Morris doesn't answer the question just yet as the audio cuts to NFL insider Peter King singing high praise of Morris after the Falcons hired him as their next head coach. 

"Morris is the definition of a leader of men," you hear King say. 

The video proceeds to cut back and forth between Morris talking about his expectations for Atlanta and several prolific NFL analysts handing Morris his flowers. 

Atlanta general manager Terry Fontenot also pops up to say, "Through that [coaching] search it was very clear that there was one person that really stood out and that's Raheem Morris." 

The video slows down around the five-minute mark to highlight Morris being the first Black head coach in Atlanta Falcons franchise history and what that truly means to him and the city. 

 "That's not about me, that's about us," Morris says. "All of us. Because it was more about the people before me. More about the people after me, particularly, that little one sitting over there, Jalen [his son]. It's more about him. Particularly in this city … the epicenter of Black history. The epicenter of just pride."

The video ends with Morris discussing his Super Bowl vision and saying a simple phrase: "Why not us?"

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Atlanta take notes.