Updated, Wednesday, Nov. 29, 6:26 p.m. PT

NFL Films tapped creative agencies Grey New York and Elastic to create a promo that feels like an artistic main-title sequence. The above spot features smoky silhouettes inlaid with action-packed videos set to K. Flay’s “Blood in the Cut.”

The ad has been airing in football-related programming on CBS, ESPN, Fox, NBC and NFL Network, according to iSpot.TV. Since it started running, it’s accumulated nearly 166 million TV device impressions. More than half of those views have come during Sunday afternoon and evening NFL football, with 16.22 million impressions contributed by ESPN’s Monday Night Football.


Client: NFL

Creative Agency: Grey New York

Worldwide Chief Creative Officer: John Patroulis

Deputy Chief Creative Officer: Jeff Stamp

Group Creative Director: Joe Mongognia

Creative Director/Art Director: Mike Cicale

Creative Director/Copywriter: Cameron Miller

Project Director: Hank Romero

EVP/Global Account Director: Brian Weston

SVP/Account Director: Courtney Berry

Senior Account Executive: Lucy Hallowell

Assistant Account Executive: Michael Jones

Executive Strategy Director: Tony Lederer

Senior Planner: Nicolas Pilaprat

Senior Planner: Ben Michaels

Content Strategist: Bryce Mathias

Live Action

Production Company: Elastic

Director: Lisa Bolan

Director of Photography: Giorgio Scali / Sean Stiegemeier

Live Action Producer: Richard Weager

Production Designer: Shel Greb

Post Production

Design Studio: Elastic

Creative Director: Lisa Bolan

Producer: Lee Buckley

Executive Producer: Luke Colson

Head of Production: Kate Berry

Managing Directors: Linda Carlson & Jennifer Sofio Hall

2D Design/Animation: Jip Jeong, Steven Do, Matthew Shadis, Maciek Sokalski, Kelsey Napier

Editor: Nathaniel Park


Sound Design: Sound Lounge

Executive Producer: Mike Gullo

Producer: Becca Falborn

Co-Mixed by Rob Sayers and Peter Holcomb


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