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Special Project

Special Project
From the 10th Annual Shorty Awards

NFL - Live Content Correspondents

Winner in Images


Challenge: The NFL and 32 Clubs had limited resources capturing photos for use on social media on gamedays. In past seasons, this resulted in a reliance on wire photos and homogenous gameday content.


Strategy and Execution


At the end of the 2017-2018 season, LCCs generated 409 photo posts across League, Club and Player social media channels resulting in over 10M engagements.

Additionally, we distributed 7,000 LCC images through a partnership with AP where the images were downloaded and shared by outlets such as Good Morning America, ESPN, Fox Sports, CBS Sports and Sports Illustrated.

Here are a few specific examples of how we achieved objectives across each group.

NFL Accounts

After Hurricane Harvey, the NFL wanted to capture a special moment with the Houston Texans' team leader, JJ Watt. The NFL's LCC was in the perfect position to get his embrace with Tom Brady postgame.

Club Accounts

The San Francisco 49ers LCC captured an emotional moment right after 49ers K Robbie Gould kicked a game-winning field goal.

Player Accounts

We shared this image with Pittsburgh Steelers WR JuJu Smith-Schuster that depicts a jersey swap with his former USC teammate Adoree Jackson.


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