Wake up. It’s game day. It’s time to turn up and turn heads. To make friends that feel like family. It’s time to surprise yourself.

The "Surprise Yourself" campaign was NFL Youth's first true campaign directed to encouraging kids to join the field. In a time when fewer and fewer teens are engaging with the sport our directive was to inspire the youth to challenge themselves with the lessons they can learn and unexpected bonds they can make while playing the game. The campaign kicked off in this fast rapid-fire short film that gives viewers a first-person look at a day in the life of a star high school football player: from the wake up call to those laser-focused moments on the field. The campaign debuted during the Nickelodeon Kids’ Choice Awards as our first broadcast offering for the NFL.

MEDIA  Broadcast / Print / Digital / Social
ROLE  Group Creative Director
AGENCY  Translation

The campaign spanned billboards, posters and social media, using teen vernacular to prove how football values are already ingrained in their lives.