NFL (AAF)
The Brief:
The Brief:
Drive awareness and lift brand perception of the NFL amongst young and causal fans
Our Idea:
Our Idea:
By establishing NFL THRIVE, the Official Brand of Youth Wellness, the NFL can make a real difference. They will create opportunities for kids of all ages and backgrounds to discover the mental and physical benefits of getting out of the house, off the couch and experiencing the joy of playing
My Role:
My Role:
I was tasked with researching the current social channels of the NFL and producing creative concepts for product and brand integration ideas we came up with which included a Social x Broadcast/Jumbotron integration, a product collaboration with Gatorade and the Anthem Spot for the NFL, Bus Stop ads, Dynamic Billboards, Physicians Pamphlets, Promotional Events and even a website
Gatorade Collaboration
"Stain Of the Game" Social Integration
Every Creative Idea I had
Every Creative Idea I had:
Social Ideas (Content)
• Play 60 as a social challenge instead of its own app
• What I did to get my 60 minutes today
• Could be a play on "Fit Checks' where instead of what you are wearing its more like a Fitness Check on yourself
• Challenge of playing other sports using a Football.
• Showing content from all of the programs that the NFL does.
• Aside from regular NFL content
• Having 1 account with everything would show more people the other programs as well.
Social Ideas (Ads)
• Same Ads as TV reformatted
• I like the idea of taking important shots from the TV ads and
turning them into Still ads for Instagram
• Having Geo-Tagged filters across Social media channels that
support them... especially around big NFL Events
Radio? Streaming? Podcasts?
• Curating a list of fitness podcasters might work better alongside traditional radio as well.
• I don't think it makes sense to run ads on audio streaming
services.
• Huge focus on sounds of fun... cheering & clapping
• Main character as a mom talking about her child as if it was
through her own experiences. More emotional than the TV/Social
Misc. Ideas (Depends on budget)
• Curating a list of fitness podcasters might work better alongside traditional radio as well.
• I don't think it makes sense to run ads on audio streaming
services.
• Huge focus on sounds of fun... cheering & clapping
• Main character as a mom talking about her child as if it was
through her own experiences. More emotional than the TV/Social
Social Ideas (UGC)
1. @Fitness_momness - Stacey Roberts
• Home Workout for Women
2. @sav.labrant - Savannah LaBrant
• 6.9M on Instagram
3. @Ballerinafarm - Hannah Neelman
• 10.4M on Instagram
• Big Family
4. @Trainbloom - Tony Bloom
• Intro level fitness content
TV (Traditional, Streaming, Free Streaming)
• Pulling on the nostalgia of the Parents childhood... back when they used to have fun.
• Focus on kids perspective
• Enjoying running outside
• Looking for parents at a performance
• Show parents as well as kids enjoying
• Faster paced ads over slower more documentary style
• Include "Sports"
• Frisbee, Swimming, Dance, Yoga, Running, Tag, Cycling, Obstacle Courses, Laser Tag, Rock Climbing, Archery
OOH Ideas
• Stadiums (Not limited to NFL Stadiums)
• Public Transport Stops/Outside transportation
• Public Parks
• Murals around populated cities
• Billboards (Only if we can come up with a
not boring idea)
My Initial Anthem Spot Mood Board
On the Left are POV Shots... I wanted to have shots of what the kids see as they play and maybe even like a parent watching their kids play
In the Middle is what I imagined the color grading would look like. I described it as overall bright and retro
None of these GIFs work but I wanted to see if we could mess with time in anyway using time lapses and slowing down footage to show how you lose track of time when you're having fun.