Creative

National Football League Players Association

Award-winning campaigns featuring the NFL's best players. Over 17,000,000 Impressions and 150,000 Engagements. 😤

Calais Campbell accepting check and trophy

Overview

Over the last three seasons, we have spearheaded the creative development of the NFL Players Association's Community MVP campaign, which showcases NFL players off the field contributions and has evolved into a comprehensive philanthropic effort. Each week during the regular season one player is recognized and from the 18 weekly winners, five finalists are chosen for the prestigious Alan Page Community Award.

During our first season, we created a unique campaign that centered around a superhero concept. Every week we executed the artwork in 72 hours. To conclude the campaign, our team built a 3D rendering superhero toy for the winner. In a strategic surprise-and-delight moment, we presented a physical version of the toy live on Zoom to Rodney McLeod of the Philadelphia Eagles.

The second campaign focused on a concept that placed the weekly winners on a custom-designed and NFLPA-branded magazine cover. Each magazine illustration and animation told the story of the player’s community efforts that earned them the honor. Following the 18 weeks, we then created a 3D animation featuring a custom magazine stand in the city of each of the 5 Finalists.

The third campaign focused on a custom trophy concept where a life-size trophy was created around the winner's story and placed into the city they play in. Each trophy design and animation told the story of the player's community efforts that earned them the honor. Following the 18 weeks, we then created a 3D animation featuring a custom art gallery in Las Vegas where Super Bowl 58 was held, showcasing each of the 5 Finalists creatively showing their community efforts.

Our involvement has extended to Super Bowl week, working in partnership to organize events, including the inaugural Community Day. We also built a strategic experiential and distribution partnership with LeBron James' media company, Uninterrupted.

Alan Page Award Winner

2023-2024: Calais Campbell, Atlanta

2022-2023: Damar Hamlin, Buffalo

2021-2022: Rodney McLeod, Philadelphia

Services

  • 3D Design
  • 3D Modeling
  • Brand Guidelines
  • Creative Development
  • Creative Strategy
  • Custom Football Production
  • Toy Production
  • Trophy Production
  • Visual Identity

Results

17,800,000+
17,800,000+

Total Campaign Impressions 👀

55%
55%

YOY Growth 2021-2022 📈

48-Hours
48-Hours

Every Week, From Brief To Completion

5
5

Awards Won or Shortlisted 🏆

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“For three years, the Heartlent team has delivered dynamic and creative content to shine a light on one of our most important campaigns.”

Brandon Parker | Senior Communications Manager, NFLPA
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