Project overview
The 2025 NFL Playoffs marked my first collaboration with DAZN’s NFL GPI team and a pivotal moment in my role in the business. I initially joined the project as Associate Creative Director, partnering with the Lead Creative Director on the internal pitch and concept sell. Once the platform was approved, I took full creative control of the campaign and led it end-to-end through execution.
The Playoffs are the most valuable moment in the NFL calendar. Stakes peak, attention spikes globally, and casual fans lean in alongside die-hards. Our task was to turn that moment into growth for DAZN while reinforcing its position as the ultimate home of the NFL.
The result was “100% or Nothing”, a global creative platform that reframed the Playoffs as a binary moment. You are either all in, or you are out. A simple, scalable idea that travelled across markets, formats, and three Playoff rounds, while delivering clear business impact.
the challenge
The challenge was both strategic and operational.
- From a business perspective, the Playoffs represent the biggest acquisition opportunity of the season. Interest increases sharply, but so does competition. DAZN does not have game exclusivity versus linear or free-to-air broadcasters, so the work had to win on product experience, not access.
- From a brand perspective, the Playoffs needed to feel like a continuation of the regular season platform, “100% NFL, 0% Compromise”, but with higher stakes and sharper urgency. This was not a reset moment, it was an escalation.
- Operationally, the campaign had to run across three weeks, aligned to Wild Card, Divisional, and Conference Championship rounds, with live fixture updates, round-by-round price drops, and localisation across multiple international markets, all at speed.
Creative Strategy & Concept
During the internal pitch phase, the key insight was clear.
During the internal pitch phase, the key insight was clear.
In the Playoffs, there are no half measures.
Every snap matters. Every mistake can end a season. Ninety-nine percent effort might as well be zero. That all-or-nothing reality is what defines Playoff football, and it aligned perfectly with DAZN’s product promise.
From that insight came the platform.
100% or Nothing.
Because in January, the NFL gives 100%. And so does DAZN.
Because in January, the NFL gives 100%. And so does DAZN.
The idea reframed the Playoffs as a binary decision for fans. If you care at all, you need full access. Every game. Live and on demand. In your language. With the authentic U.S. broadcast. Anything less means missing the moment.
Strategically, this worked because it did several jobs at once:
* It elevated the emotional stakes of the Playoffs
* It simplified the value proposition for casual and first-time fans
* It evolved the existing season platform rather than replacing it
* It created a clear framework for urgency, pricing, and conversion
* It simplified the value proposition for casual and first-time fans
* It evolved the existing season platform rather than replacing it
* It created a clear framework for urgency, pricing, and conversion
The concept was approved globally, and from that point, I took full ownership of bringing it to life.
Process & Execution
Once the platform was signed off, I led the campaign through full creative development and delivery, working closely with internal stakeholders, production, and media teams.
The key decision was to design the work as a system, not a single hero idea.
A modular creative framework
The campaign was built to flex in real time across the Playoffs:
* Evergreen hero assets using two-team flex and star player expressions
* Round-based price drop creative that escalated urgency week by week
* Game-day templates enabling fast turnaround for fixtures, kick-off times, and messaging
* Market-specific versions covering language, pricing, legal requirements, and offers
* Evergreen hero assets using two-team flex and star player expressions
* Round-based price drop creative that escalated urgency week by week
* Game-day templates enabling fast turnaround for fixtures, kick-off times, and messaging
* Market-specific versions covering language, pricing, legal requirements, and offers
This approach allowed us to move at the same pace as the tournament without diluting the idea.
Design evolution with purpose
Rather than reinvent the NFL design system, we evolved it. Field markings were elevated into a graphic feature, the lock-up was repositioned to open up space for imagery and messaging, and the overall system gained impact while staying clearly within brand.
This was a deliberate leadership choice, refresh the platform for the Playoffs without fragmenting brand equity.
Digital-first, performance-led delivery
The campaign rolled out across social, digital display, OOH, CRM, audio, BVOD, and TVC in 30s, 15s, and 6s. All assets were designed mobile-first, sound-off safe, and compliant with NFL usage rules, while still feeling premium and high-stakes.
The result was a fast, scalable creative machine built for a live sports environment.
:30 Sec | Global TVC
Programmatic Video Ads
Outcome & Impact
“100% or Nothing” successfully positioned DAZN as the ultimate way to experience the NFL Playoffs.
The campaign:
* Turned the Playoffs into a clear and compelling acquisition moment
* Made DAZN’s value proposition instantly understandable for casual fans
* Maintained momentum from the regular season while increasing emotional intensity
* Delivered a flexible system that performed across rounds, markets, and formats
* Made DAZN’s value proposition instantly understandable for casual fans
* Maintained momentum from the regular season while increasing emotional intensity
* Delivered a flexible system that performed across rounds, markets, and formats
For me personally, this project marked a step change. It was my first engagement with the NFL GPI team, my first time owning an NFL Playoffs campaign end-to-end, and a clear example of how strong insight, disciplined systems thinking, and confident creative leadership can drive real business results.
In the Playoffs, there is no room for compromise.
This campaign lived by that rule.
This campaign lived by that rule.
THE TEAM
Lead Producer: Philippa Large
Producer: Kirstin Goode
Video Editor: Samantha Kaputalamba
Motion Design: Richard Pizey
Global Design Lead: Stewart McMillan
Designers: Sam Alberts, Meg Mash, Cody McCullough
Copywriter: Tami Lucker
Marketing Leads: Zak Usher, Michael Wadsworth, Miles Pink, Kathy Barillas
SVP Global Marketing: Natasha Oram
VP Creative: Caroline Woods
Executive Creative Director: Guy Sawrey-Cookson
Creative Director: Manuel Lopez G.
Associate Creative Director: John McDonnell
Thank you