CAMPAIGN
"Director of Fandemonium" Monster's 2-year sponsorship deal with the NFL was built on giving some lucky fan the chance to win the best job in the game as the NFL Director of Fandemonium. The prize came with a fat paycheck and the kind of unprecedented access that makes football fans feel all tingly. Myself and partner Donovan Goodly helmed the campaign, which included TV, print, online media, social media tie in and a destination site with a series of reality TV-style webisodes starring Michael Strahan and Rob Riggle, who put the finalists through their paces to see who was worthy to earn the title. TV spots were directed by Nieto and the fine folks at Paranoid handled post.
TV
"Sideline"
SITE
As the promo hub, this sitelette mutated throughout the promotion, holding everything from the contest sign up module to a contestant voting mechanism and a series of 6 weekly webisodes starring Rob Riggle and Michael Strahan.
DIGITAL VIDEO
Video content wasn't part of the stratgic play on this thing until I kicked it up a conceptual notch. All webisodes and viral vids were captured in a crazy 2-day shoot in NYC with NFL Films, who came baked into the sponsorship contract. Big ups to the gents of Mt. Laurel, NJ: the long-suffering editor and shooter Charlie Askew, my co-Director and Producer Jay Jackson and the fastest steady cam on any coast, Dave Dart. Couple of my favorites included here, but if you want to watch más, check the Mr. Brown! YouTube channel.
An ad that ran in the USA Today.
