Fanatics

NFL Rivalries

ProductionILLUXION

CreativeProductionMotion ControlPost

In the NFL, identity doesn't sit on the bench. It leads the drive. The team you scream for, the colors you wear, and the matchups circled in your mind. When Fanatics launched its inaugural Rivalries program, specialty jerseys and apparel built for the games that matter most, they handed us the tagline: Show Them Who You Are. Our job: serve 36 videos in three weeks across eight teams and dozens of apparel items — without losing sacrificing identity.

Deliverables

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Approach & Methodology

To build an environment that cheered for each teams’ unique identity, we needed to do something custom yet repeatable. By pairing motion control with an LED wall, we were able to load custom 3D animations on cue and loop them behind the talent: a decibel meter for the Seahawks, sand for the Cardinals, ore for the 49ers, snow for the Bills. One set. Eight worlds. Using motion control we were able to program hero moves once, then rerun them for each setup. A repeatable process. Fast but not generic. Photo and video ran simultaneously. Talent rotated team jerseys and switched between the different photo and video sets, shooting both simultaneously. We tracked 48 SKUs across eight rosters in real time. Lasers and moving light kept the energy high on every frame. Original music and sound design was commissioned for each team. Post wrapped in one week from shoot day — 36 final videos and 117 photos, across every format, distributed across paid social, brand channels, and NFL.com. The campaign more than doubled Fanatics' projected sales KPI and outperformed every other campaign they ran in 2025. That's how you show them who you are.