Directing over Zoom as players were available between meetings or after practice, we worked with each organization to develop a cohesive shooting style that kept the focus on the players, their passion for their cause. We loved the bold and distinct look of black and white for this campaign; it brought gravitas to the subject matter and created great contrast when their custom cleats colorfully popped on screen. Graphics were starkly simple with atmospheric touches, and the music struck just the right balance of important and inspiring.

The spots had an extended run during the games on Fox, CBS, NBC, ESPN, and NFL Network, and the league put paid money to advertise them on TikTok, Twitter, and Instagram. We’d like to take credit for a successful campaign, but all credit is due to the players for caring so much about making a difference, and the league for letting them tell their stories.