The NFL is the biggest professional sports league in America and top-grossing sports league in the world. However, in this world that’s fueled by culture-induced conversation, modern partnerships, athletes who are brands themselves, and evolving game rules, organizations like the NFL are turning towards a different playbook and utilizing the heart of the game to drive the future of their business. Despite the media frenzy surrounding the league we decided to shift the focus back to celebrating the game and the players (past, present and future) that make football, football. To do so, we recreated iconic sports moments, highlighted infamous personalities, and put a spotlight on those who are writing the future of the game. Doing this helped remind everyone why they love football and gave America’s favorite sport the celebration it deserved.

In celebration of the National Football League’s (NFL) centennial season, legends young and old gather at a red carpet gala to celebrate the league. In the middle of a speech by league commissioner Roger Goodell, player Marshawn Lynch can’t help but try to get a taste of the giant white cake in the middle of the room. When he reaches out for a piece, he accidentally knocks the golden football off the top of the cake. Once the ball hits the ground, silence descends as everyone’s competitive instincts instincts kick in. Veteran Mike Singletary yells “Fumble!” and the room erupts into a free-for-all pick-up game as current stars and all-time greats compete for the golden ball as they recreate some of the most iconic plays in the league’s history.

The NFL is the biggest professional sports league in America and top-grossing sports league in the world. However, in this world that’s fueled by culture-induced conversation, modern partnerships, athletes who are brands themselves, and evolving game rules, organizations like the NFL are turning towards a different playbook and utilizing the heart of the game to drive the future of their business. Despite the media frenzy surrounding the league we decided to shift the focus back to celebrating the game and the players (past, present and future) that make football, football. To do so, we recreated iconic sports moments, highlighted infamous personalities, and put a spotlight on those who are writing the future of the game. Doing this helped remind everyone why they love football and gave America’s favorite sport the celebration it deserved.

The kickoff of the biggest year of the biggest sports league on the biggest stage deserved a spot of equal stature.

In partnership with the NFL, we assembled a cast of 44 of the most iconic players from the past and present—the most athletes ever in a commercial. To make things even more challenging, we had only two months (over Christmas) to cast, shoot and cut the spot and corresponding campaign.

In mid-January, we shot 50 key principals, 400+ extras, and stunt doubles in LA over three days. Talent came into the shoot in three-hour windows. Three pick-up shoots took place in New Orleans, Boston and Orlando to include key players who were still on the road for playoffs.

The film debuted at the Super Bowl playing to millions of fans at home, the jumbotron within the stadium aired the film in-full as the precursor to the game’s half-time show.

After it aired, the spot eclipsed the excitement of the actual game, garnering praise from fans, celebrities and even the NFL’s often harshest critics, with 93% positive sentiment. Even athletes from other sports, like NBA superstar LeBron James chimed in, stating it “got me so hyped I wanted to be in it too!”

With the help of a comprehensive social rollout plan, utilizing our ecosystem of NFL teams, players and influencer fans, the film amassed 4.4 billion overall impressions and 2.1 billion impressions for #NFL100. The 100-year Game was the number one spot in the Super Bowl amongst fans of all ages, (winning the USA Today admeter) and set the stage for the biggest year in NFL history.