My role: Copywriter/Lead Creative (@Influential).


The powerful emotion avid NFL fans feel towards their teams has become buried under the weight of clickbait and controversy. My NFL campaign pitched a return to purity aimed at celebrating the things happening on the field, not off of it.

We made Sundays special again by emphasizing the pure craft of the sport, using insider references that remind fans why they fell in love with the game in the first place. We spoke to Gen Z and Millennials in the meme-filled second-screen language that now accompanies them alongside every game—“poking the bear” with inside jokes, taunts, and moments only true fans would understand.