Here’s a three-step recipe for making a clear brand connection with the NFL while also standing out from the gameday advertising crowd. One: Find a 300-pound lineman who also happens to be earning a doctorate from MIT in the offseason. Two: Allow him to genuinely geek out on your products and cast some of his more famous friends as guest stars. And three: Break the story into enough parts to carry through all 17 weeks of the regular season.
The campaign consisted of six 30-second digital spots, a dedicated section on Bose.com, retail displays, online banners, social media posts, and an interview posted on Medium.
My contributions included creative direction, content strategy, copywriting, video production, screenwriting, editorial content, UX writing, online banners, and social media.