The Ultimate Playbook at Super Bowl LX
AWS X NFL
Senior Creative Director
I developed the core concept and led creative from pitch through production. Creative spanned social content, comms, digital interactivity, and experiential.
☞ 2026 The Drum Awards: Three Shortlists (Industry - Technology; Go to Market - Use of Data, Insights or Research; The Creative Aces - Live Experience)
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CHALLENGE:
For 10 years, AWS has powered Next Gen Stats, quietly transforming how the NFL is played, coached, officiated, and broadcast. But most business leaders still see AWS as “the stats people,” not a partner who can solve their biggest data and AI challenges.
INSIGHT:
The NFL is the most complex proof case in American sports. Business leaders see the AI they need to solve their problems on the field during every single game. They just don't realize it.
IDEA:
AWS wrote the playbook that transformed the NFL. For Super Bowl LX, we gave the world a look inside.
We introduced The Ultimate Playbook with paid media placements and a five-part "Play Behind the Play" content series that built momentum through the playoffs, connecting iconic NFL moments to the AWS technology behind them.
Then, business leaders stepped inside the playbook for real at an immersive experience during Super Bowl LX week in San Francisco.
A series of oversized books housed three interactive demonstrations, each a "chapter" of how AWS transforms the game: creating personalized highlight reels at game speed, building championship teams through data-informed scouting, and revealing hidden patterns in the most complex game moments. Between demos, 45-minute panels brought together AWS experts, NFL talent, and industry leaders.
The partner that transformed the NFL showed the world's biggest decision-makers how it can power their next big play.
RESULTS:+433% social posts YOY
394.4M total impressions
