The Challenge
The NFL Players Association needed to elevate its Community MVP campaign into a more dynamic, culturally resonant initiative. Each week during the NFL season, a new player is honored for off-the-field impact, but the campaign lacked the creative depth and visibility to match its importance. The goal was to reimagine the program as a year-round IP with physical, digital, and emotional reach.

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Our Approach
For the past three seasons, we’ve led the creative evolution of the NFLPA’s most meaningful campaign. Each year introduced a new visual concept, deeper storytelling, and expanded scope:

• Year 1: Launched a superhero concept with weekly illustrations delivered in 72 hours, capped by a surprise 3D toy reveal for winner Rodney McLeod
• Year 2: Reimagined honorees as cover stars of a fictional NFLPA magazine, with weekly illustrations and a final 3D animation of custom newsstands in five finalist cities
• Year 3: Created and produced a life-sized trophy for Calais Campbell and unveiled a five-piece 3D animation series set in a virtual Las Vegas gallery during Super Bowl 58
• Year 4: Introduced a storybook theme with each winner’s story written in rhyme and paired with vivid visuals, and designed a new, lighter trophy for Alan Page winner Darius Slayton—now the official standard for the award moving forward

We also extended campaign presence to Super Bowl week, produced video coverage onsite, and helped launch the inaugural Community Day event in partnership with Uninterrupted.

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Key Deliverables

• 18 weekly illustrations and animations per season
• 3D trophy concept and physical production
• Five finalist animation environments
• Super Bowl week event production
• Strategic creative and experiential direction

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The Impact
The Community MVP campaign was transformed into one of the NFL’s most distinctive and celebrated initiatives. Our work set a new creative bar, culminating in the official redesign of the Alan Page Community Award trophy. The campaign continues to expand its cultural and emotional reach, with high-impact storytelling that honors purpose-driven athletes.