National Football League Players Association
Transforming a Key NFL Campaign Into a Culture-Shaping Platform
Overview
The Ask
The NFL Players Association wanted to elevate its Community MVP campaign, the initiative that highlights players making an impact beyond the field every week of the NFL season. They needed creative that moved fast, built fundamental awareness and felt true to the people it represented.
The goal was to reimagine the program as a year-round IP with physical, digital, and emotional reach.
The Approach
We have led strategy, creative, and production across consecutive NFL seasons. Our work helped turn the campaign into the NFLPA's signature cultural property.
We created the annual visual identity, designed and produced the official CMVP trophy, and delivered weekly player-focused content with a 48-hour turnaround. Every asset was built to connect with fans, celebrate the athletes, and raise the campaign's visibility across platforms.
- Year 1: Launched a superhero concept and produced a 1-of-1 action figure for winner Rodney McLeod, capped by a surprise delivery reveal
- 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, which is now the official standard for the award moving forward
We also extended the campaign's presence to Super Bowl week, produced video coverage on-site, and helped develop a partnership with Uninterrupted.
Key Deliverables
- Complete campaign identity and visual refresh
- Strategic creative, and experiential direction
- Weekly graphics for 18 players each season
- CMVP trophy design and production
- Five finalist animation environments
- Super Bowl week event production
The Impact
- 35 million+ total impressions
- 55 percent growth in year one
- Five awards won or shortlisted
- Official adoption of our CMVP trophy design and fabrication
Services
3D Design
3D Modeling
Brand Guidelines
Creative Development
Creative Strategy
Custom Football Production
Custom Toy Production
Custom Trophy Production
Visual Identity
statistics
Total Campaign Impressions 👀
YOY Growth In Our First Year 📈
Every Week, From Brief To Completion
Awards Won or Shortlisted 🏆
"For four years, the Heartlent team has delivered standout creative and consistent impact. This is one of our most important campaigns, and they’ve helped make it matter."
