The NFL Draft is one of the most celebrated events within the sports world. It’s when young college stars finally take the massive step into the biggest stage in football: The NFL. Our collective goal was to give the fans exactly what they wanted: a sneak peak at what the new young stars will look like in their favorite team’s uniform.
And we wanted to do it all in real time, as the Draft unfolded.
How do you show the next generation in their new uniforms...without knowing what team will pick which player? Preparation, heavy preparation...and beautiful illustrations. With months of advance planning, and over 170 illustrations prepared for the various outcomes, we were able to capitalize on the excitement of showing a player on their new team, in their new uniform, in real time, as they walked across the stage.
For players, that is a moment that will last a lifetime. And for the fans, the epitome of hope for the new season. By being prepared for such a large swath of scenarios, the NFL Social Lab was able to bring those emotions to life, as they happened.
We worked directly with draftees and current players, colleges and NFL Clubs to distribute relevant and custom content in real time.
We created 173 original illustrations for all the specific scenarios that could have occurred that night. Of content distributed to current NFL players, 20 players posted. Eight draftees posted custom content we made for them.
Altogether, we published a massive amount of robust, engaging content in a very short period of time. We owned the moment.
