NFL FILMS

NFL Films Overview

  • NFL Films is an Emmy Award–winning film and television production company of the National Football League, known for its cinematic storytelling

  • Produces commercials, television programs, feature films, and documentaries that capture the emotion and culture of the NFL

  • Major projects: NFL Top 100, Quarterback, Receiver, Hard Knocks, NFL Films Presents, and Inside the NFL

Social Media Statistics

119 posts

23.1 Million Views

2.5 Million Likes

6.2K Shares

27.9K Comments

NFL Top 100 Campaign

Overview:

  • The NFL Top 100 is an annual offseason series ranking the league’s top 100 players, as voted by fellow players

Platforms:

Account handle: @NFLFilms

Goal:

  • Build anticipation through the full reveal of all 100 players while driving viewership to the NFL Top 100 and amplifying player storytelling

Timeline: 6 weeks (July - August 2024)

Approach:

  • Executed cross-collaborative posts with the NFL, NFL Network, and team accounts to maximize reach

  • Crafted copy that balanced the NFL’s brand voice with timely pop culture references with Twitter/X GIFs

  • Produced a diverse content mix, including player ballots, GIFs, graphics, interviews, segment highlights, game clips, and historical moments across a variety of teams and players

  • Highlighted key milestones, including a collaborative post with the San Francisco 49ers featuring Trent Williams as the highest-rated offensive lineman in Top 100 history and a Top 10 selection

Results:

  • Generated 19M organic views across 80 Meta and Twitter/X posts in 6-weeks

  • Achieved 3.7M impressions on X with a quote clip featuring Ja’Marr Chase

  • Earned 151K Instagram likes on an interview compilation with Chris Jones

  • Player ballot carousel on Instagram achieved 351.3K likes

NFL Top 100 Content

I managed end-to-end execution for each post, including identifying optimal posting windows, publishing content in real time, and writing engaging captions.

NY Giants Hard Knocks Campaign

Overview:

  • Hard Knocks: Offseason with the New York Giants is a five-part HBO documentary series streaming on Max that follows the New York Giants’ 2024 offseason. The series centers on GM Joe Schoen’s roster-building decisions leading into the franchise’s 100th anniversary season, featuring key moments such as the 2024 NFL Draft and Saquon Barkley’s departure

  • Episodes aired weekly on Tuesday nights at 9 PM ET

  • 1st season of Hard Knocks: Offseason

Platforms:

Accounts: @hardknockshbo (Meta), @NFLFilms (Twitter)

Goal:

  • Build weekly anticipation and maximize cross-platform viewership by driving conversation around key episode moments and extending engagement before, during, and after each release

Timeline: 5 weeks (July - August 2024)

Approach:

  • Published official series key art and posters to establish brand presence and drive awareness ahead of launch

  • Released same-day teaser content at 12 PM ET on episode release days to build anticipation and maximize tune-in

  • Published 1–2 cross-platform follow-up clips in the days after each episode, collaborating with the NFL, Sports on Max, and the New York Giants to extend momentum and sustain conversation between releases

  • Scheduled real-time GIFs on X during episode airings to react to key moments and drive live engagement around the show

Hard Knocks Content

I managed end-to-end execution for each post, including identifying optimal posting windows, conceptualizing content by selecting key moments from episodes, publishing in real time, and writing engaging captions.

Chicago Bears Hard Knocks Campaign

Overview:

  • Hard Knocks: Training Camp with the Chicago Bears is a five-part HBO documentary series streaming on Max that follows the Bears’ 2024 training camp. The series centers on rookie QB Caleb Williams, head coach Matt Eberflus, and roster decisions

  • Episodes aired weekly on Tuesday nights at 9 PM ET

  • First Hard Knocks appearance for the Bears

Platforms:

Accounts: @hardknockshbo (Meta), @NFLFilms (Twitter)

Goal:

  • Build weekly anticipation and maximize cross-platform viewership by driving conversation around key episode moments and extending engagement before, during, and after each release

Timeline: 5 weeks (July - August 2024)

Approach:

  • Published official series key art and posters to establish brand presence and drive awareness ahead of launc

  • Released same-day teaser content at 12 PM ET on episode release days to build anticipation and maximize tune-i

  • Published 1–2 cross-platform follow-up clips in the days after each episode, collaborating with the NFL, Sports on Max, and the Chicago Bears to extend momentum and sustain conversation between release

  • Scheduled real-time GIFs on X during episode airings to react to key moments and drive live engagement around the show

  • Leveraged Instagram features, including countdowns and polls, to share behind-the-scenes content and imagery, driving anticipation and interactive fan engagement

Hard Knocks Content

I managed end-to-end execution for each post, including identifying optimal posting windows, conceptualizing content by selecting key moments from episodes, publishing in real time, and writing engaging captions.