Fueling fandom across iconic sports properties for ESPN and Fox Sports.
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Thursday Night Football: Now It’s A Game
When Fox won rights to Thursday Night Football, we had two challenges to take on: 1) Promote the move to Fox and let fans know where to catch TNF. 2) More importantly, let fans know that with the switch to Fox, TNF games were now as good or better than Sundays. Now It’s A Game was a way to showcase the supercharged schedule and eventize the move to Fox.
College Football on Fox: Every Game Is Everything
When Fox acquired rights to broadcast the Big 10, we knew we had to go BIG and excite fans. So strategically, while ESPN owned the College Football Playoff, we chose to focus on the regular season. The grueling journey that teams have to go through each year before they reach the playoff. The execution: Every Game Is Everything. An ominous ode to the gauntlet of danger that every team in the Big 10 would have to go through to reach the promised land. With spots voiced by Michael Kelly (House of Cards), we focused on insights from every school in the Big 10 to galvanize fan bases.
World Cup 2018: The World Becomes The World Cup
With the World Cup coming to Russia in 2018, we had our work cut out for ourselves. This represented Fox’s first major foray into soccer broadcasting and avid soccer fans were skeptical of their ability to pull it off. At the same time, they had to convince the casual soccer fan, that the World Cup was such a massive sports moment, that you had to tune in at ungodly hours (3 AM EST to catch games in Russia) to ensure you didn’t miss history being made. The execution: The World Becomes The World Cup. An epic celebration of a global phenomenon that any sports fan had to see.
Fox Sports Brand: Pick A Side
While the fan and NY media response was great, the owner of the Knicks, James Dolan, was not as pumped as we were. He ended up calling his pal Rupert Murdoch and demanded we take the ads down. Can’t say I was expecting that, but hey, we certainly started a conversation.
If you’re a sports fan, you simply can’t be neutral when discussing rivalries like Yankees vs. Red Sox or some of the most debated hypotheticals of all time. Sports are meant to be debated, argued about and discussed ad nauseum in barbershops, bars and yes, on TV. And with some of the hottest takes in media, FS1 championed the ethos of picking a side.
In addition to TV spots, we took Pick A Side to the town where sports debates are at their most heated: NYC and went underground with it. Plastering the Times Square R Train with some pretty provocative messages for any NY sports fan. Let’s just say the big apple didn’t disappoint with their responses. But hey, go big or go home, right?
First write up in the New York Times though. I made it, ma!
ESPN: This Is Sportscenter
Growing up as a massive sports fan and overly interested in advertising, I saw ESPN’s iconic “This Is Sportscenter” campaign as the holy grail of marketing. They didn’t feel like ads. They felt like a bunch of fans got together, may or may not have smoked a doobie, and just came up with ridiculous, absurd and hilarious sports jokes all day. I knew immediately that was what I wanted to do. So when I got the chance to work on a few TISC spots, it was a dream come true.