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The Largest Official Game of Super Bowl Squares Ever

This was a BEAST of a campaign. Together, we not only created the TV Campaign to promote the sweepstakes but also directed all creative throughout the integrated campaign from the website and email pushes to sponsored media placements and social-first videos. We did this not once, but TWICE for the sweepstakes’ inaugural in 2020 and its second year in 2021. We survived, but are still very tired.

2021 Super Bowl Squares :30

Let’s talk shop for a second. When we pitched the idea of leveraging footage from the NFL season with animation, we hadn’t fully grasped the massive puzzle of NFL and Player’s Association compliance requirements we just sold through. Oh … and the puzzle changed each week since the season was still in progress and new footage was still coming in. (What IS pic lock anyway?) But we solved for it, like we always do. And Linda at NFL Films became their new best friend.

Case Study

Check out the case study created for the second year of the sweepstakes to get a sense of how big the scope was, not to mention how effective the creative was. It was a grind, but man, oh, man did it work. FUN FACT: Barry Sanders is the best of us. He must be protected at all costs.

2020 Super Bowl Squares

FUN FACT: The sweepstakes and the concept were in the works, but the partnership between Rocket Mortgage and the NFL wasn’t finalized until the end of 2019, leaving us with a short runway to meet the hard, set deadline of Super Bowl Sunday 2020. We solved for it, as we do. Hence “The Goods.”

CREDITS

2020
Creative Direction: Kate Bacheller & Mike Hunter

Executive Producer: Julie Etheridge

Creative Editor: Jason Stratton, Media House

Motion Graphics/VFX: Scholar

Film: NFL Films

VO: Gus Johnson

Sound: Lime Studios

2021

Creative Direction: Kate Bacheller & Mike Hunter

Producers: Sebastian Rzepa, Cecilia Jackson, John Van Osdol

Creative Editor: Jasson Stratton, Media House