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In 2012, the NFL was being accused of not doing enough to keep the league safe while simultaneously being criticized for slowing down the game with too many new rules.  The fans were split, and no one was happy.  

We created a spot that brought the evolution of the game to life, showing it become safer and more exciting, and ask an ever evolving work in progress. 

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We created an interactive microsite with a timeline slider allowing fans to explore the evolution of the game through archival videos, imagery and insider accounts.  

Adweek voted the spot one of their top five Super Bowl commercials and the campaign received a full-page write-up in the New York Times. More importantly, it incited round table discussion about player health and safety. A discussion the NFL was now leading.


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