Fans were having trouble connecting to the players for a few reasons. The previous season was marred by controversies from a few stars. The action of the game was always marketed over individual players. And unlike the NBA, football players faces are covered during games. To allow fans to truly see and connect with their favorite NFL stars on a personal level, we created “Football is Family” —a multiyear campaign featuring players and who they were off of the field. Over the course of two seasons, we produced over a hundred of pieces of broadcast and social content for all NFL properties, including NFL Shop, Ticket Exchange, tune-in promos, and NFL brand. A few of my favorites are below.