NFL
For the Future of Football

  • Branded Content
  • Social Casting

The Challenge

When the National Football League reached out to Translation, the future of football was at stake. A game that had been considered fundamental in the hearts and minds of America no longer carried the social capital it once had. Our task was clear: change the way kids think about football, and inspire the next generation of players and fans.

The Idea

Play

Gen Z no longer seeks a sport to play – they seek social currency. So to break through with this generation, Translation needed to bring to life the social benefits of football they never before thought possible. We challenged kids to discover what they can learn from the game, and about themselves.

The Work

We launched “Surprise Yourself” – a first-person film that let kids experience a day in the life of a high-school football player. It included surprise appearances from NFL athletes, coaches, and celebrities.

We spoke in their language and on their terms – it was fun, visceral, and immersive. We borrowed popular Gen Z vernacular and cleverly injected it into the world of football. It created full-on FOMO.

Social First

Going beyond traditional video, Translation redesigned the website, built digital ads, and created a ton of social content.
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  • Digital and social assets borrowed social vernacular and cleverly injected it into the world of football.

  • Digital and social assets borrowed social vernacular and cleverly injected it into the world of football.

  • Digital and social assets borrowed social vernacular and cleverly injected it into the world of football.

Kickin' It Up

To kick things up for year 2, we aimed to deepen engagement and invite teens to experience the many dimensions of football, on and off the field.
Play

During the off-season, Translation created “The Handoff” on Instagram (@nflplayfootball), but instead of handing off pigskins, we handed off selfie videos. We invited everyone in on the action – from NBA stars to rappers to football pros to the kids who idolize them – to showcase all the fun and friendly aspects of football, be it at NFL Minicamps, VidCon, or other key cultural events across the country.

The Handoff

“The Handoff” made football more relatable and allowed kids to see themselves in the game. We captured the energy of the game and showed youth football as a truly fun calling. #LetsPlayFootball became something kids took ownership of.
Play

Broncos Wide Receiver Demaryius Thomas takes the Handoff and makes a big splash at his FUNdamentals Camp.

The Impact: The Most Successful Youth Campaign in NFL History

100%

Increase in Awareness

1 MM

New Teen Fans

32 Million+

Engagements

+360%

Increase to our digital destination

12 Point

Increase in teens desire to join a football league/team among the core target

more
work

NFL —
Inside These Lines

NFL —
Inside These Lines

With Translation’s help, the NFL made a brand statement built on the values of the game and spread a message of unity on football’s biggest stage, Super Bowl LI.

NBA —
From Hype to Heart

NBA —
From Hype to Heart

The NBA is one of the most popular sports leagues in the world, but the league was trying to find a way to deepen the connection that fans want to feel – to both their favorite team and the game itself. That's where Translation came in.

Beats by Dre —
The Shop

Beats by Dre —
The Shop

We helped Beats steal the spotlight by creating “The Shop” – an online series that featured hot takes and uncensored debates between some of today's greatest players and performers.

State Farm —
Chris and Cliff

State Farm —
Chris and Cliff

With the birth of NBA superstar Chris Paul’s alter ego and twin brother Cliff Paul, we transformed the cultural narrative around insurance and the value of an assist.

HBO —
The Defiant Ones

HBO —
The Defiant Ones

HBO tapped Translation to lead the launch of one of their most anticipated documentary films. Through our innovative, integrated approach, we delivered the largest documentary audience in the history of the network.

Apple Music —
Chapters

Apple Music —
Chapters

Translation told a story of how Apple Music makes streaming music more human. And in doing so, we sparked a cultural shift in the way Black women are portrayed in advertising. The response was electric.

Brooklyn Nets —
Hello Brooklyn

Brooklyn Nets —
Hello Brooklyn

Translation tapped into Brooklyn pride to introduce the borough to its new hometown basketball team.

Get in
touch
212.299.5505

New York
145 West 45th Street
12th Floor
New York, NY 10036

San Francisco
2360 3rd Street
San Francisco, CA 91407