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

NFL Films logo with shield featuring a football and stars

Social Media Statistics

119 posts

23.1 Million Views

2.5 Million Likes

6.2K Shares

27.9K Comments

Screenshots of a social media dashboard showing various videos of American football players, with some images of people smiling and interacting.

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

Instagram logo with gradient colors of purple, pink, orange, and yellow
Facebook logo with white lowercase 'f' on a blue square background with rounded corners.
Clothing care label symbol indicating do not iron.
NFL logo and text reading "The Top 100 Players of 2024" with a red star and stylized silver and red lettering.

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

Poster celebrating Tyreek Hill as the top-ranked NFL player of 2024, featuring multiple images of him in Miami Dolphins uniforms, with the NFL Top 100 Players of 2024 logo at the top.

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.

A football player wearing a blue Detroit Lions jersey and helmet, with his arms extended in a tackle or celebration on the field, with spectators in the background.
Baltimore Ravens football player on field, talking with teammate about to kick a field goal, with Los Angeles Rams player on ground nearby, during an NFL game.
Graphic showing NFL teams with the most top 100 players, ranked from 9 to 5. 9th is the San Francisco 49ers, 8th is the Miami Dolphins, 6th is the New York Jets, 5th includes the Dallas Cowboys, Philadelphia Eagles, Detroit Lions, and Baltimore Ravens.
Photograph of football player Quincy Williams in New York Jets uniform during a game, smiling with dreadlocks flowing, with overlaid graphic showing NFL top 100 players of 2024, ranked 32.
List of top 20 NFL players written on a blackboard surrounded by NFL team logos on a blue background. The list includes Patrick Mahomes, Tyreek Hill, Lane Johnson, Lamar Jackson, Kyle Garrett, Trenton Williams, A.S. Brown, Sauce Gardner, T.J. Watt, Travis Kelce, and others.
An American football player in a white and blue uniform diving forward to catch a football on the field during a game.
Portrait of NFL player Terron Armstead in his Miami Dolphins football uniform, with text displaying his 2024 rank of 67, previous year rank of 83, and mentioning the NFL Top 100 Players of 2024.
An NFL football player in a Miami Dolphins uniform smiling and talking to a referee during a game, with fans in the background.
An NFL football player wearing a white and red Kansas City Chiefs uniform with the number 93 is holding a football helmet in the air in a stadium. Another player in a Chiefs uniform is behind him. The image is part of a GIF showing a celebration.
A football player in a San Francisco 49ers uniform, wearing jersey number 71, in a crouching position on a digital background with text about Trent Williams being the highest-rated offensive lineman in the 2024 NFL Top 100.
Two football players from the Green Bay Packers, one in a helmet with the number 10, appear on a football field with spectators in the background. The image includes text referencing NFL top 100 players of 2024 and a quote about Jordan Love's football IQ.
Close-up of a man with brown hair and green eyes, wearing a brown sweater, looking slightly to the side against a blue background. Subtitles read: 'Do they teach you that in film school?'

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)

Instagram logo with purple, pink, orange, and yellow gradient background and white outline
Facebook logo with a white lowercase 'f' on a blue square background.
Laundry symbol indicating do not tumble dry.
Blueprint-style graphic for HBO's 'Hard Knocks' featuring the New York Giants logo, football helmet sketch, and technical drawings.
The image shows a conference table with a New York Giants logo on the back of a black chair. There is a blue notebook with a Giants logo and the text '100 Seasons' on the table, along with a pen. In the background, there is a large screen displaying the text 'HBO Original Hard Knocks Offseason with the New York Giants' and an NFL logo.

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.

Split image showing a football coach analyzing game footage on large screens in an office environment on the left, and a football player in a white uniform with helmet during a game on the right.
A football player wearing a red jersey with the number 5 and 'Senior Bowl' written on it, standing on the sidelines with a serious expression, wearing a helmet with faceguard. The background shows stadium seats and a blurred crowd. Subtitles say, 'I mean, Hartman. My grandma loves him.'
Group of men sitting in a room, some with laptops, one man with a beard and black cap in the foreground, looking towards the camera, with a caption reading "I guarantee you I could run 7.0 forty". The setting appears to be an indoor conference or meeting room.
A group of men in a modern office, with some shaking hands. One man is looking at his phone. A computer and papers are on the desk, and a large window shows the outside view.

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)

Instagram logo with a gradient background of purple, pink, orange, and yellow.
Facebook logo with a white lowercase 'f' on a blue square background with rounded edges.
Laundry care symbol indicating do not tumble dry.
Poster promoting HBO's 'Hard Knocks' training camp with the Chicago Bears, featuring five players in uniform, set against a cityscape background with tall buildings and a reflective chrome surface at the bottom.

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.

Promotional graphic for HBO original series 'Hard Knocks' featuring the Chicago Bears, showing a reflective football sculpture in a city park with tall buildings in the background.
A person participating in an outdoor activity with a dog, with other people and trees in the background.
A group of celebrating people, including a woman taking a photo, a woman smiling in the background, and a man in the foreground, at an event with a crowd. HBO logo is visible.
Split image showing two men, one on the left wearing a black cowboy hat and denim overalls, and one on the right wearing a black and orange football jersey with a bear logo, participating in a poll asking "Who wore it better?" with votes for Vince Wilfork and Akiem Hicks.
Close-up of an American football being placed on the field by a player, with hands and legs visible, in a scene from a football game.
City skyline with tall skyscrapers and a digital billboard displaying a face, under a cloudy sky.
An American football player with long hair, wearing a black helmet and jersey with red, white, and blue details, standing on the field during a game.
Promotional image for a sports event featuring Chicago Bears football players with the text "The Winds Have Changed" and a reflection-filled silver football.
Close-up of a football player wearing a navy blue jersey with the number 18, a navy headband with a red and white 'C' logo, and a diamond earring. The background is blurred green. Text overlay says 'GAMEDAY MOOD' with a smiley face emoji. HBO logo at bottom right.

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