All Work
Program Design — Sports x Gaming
NFL Tuesday Night Gaming
Getting the NFL into the room with a generation that skips the broadcast.
Client
NFL
Role
Creative Direction
Year
2023
01 — Challenge
Reach young fans who don’t watch traditional football.
The NFL needed relevance with a Gen Z audience that lives on Twitch and Discord, not Sunday broadcasts.
02 — Insight
They already play together — just not with the NFL.
This audience gathers nightly around creators and games. Football wasn’t absent from their lives, just from their screens.
Meet them on their night, in their format, with their creators.
03 — Approach
Build a weekly gaming night the league could host.
We designed Tuesday Night Gaming — a recurring creator-led entertainment program that put NFL players and streamers on the same stage, native to the platforms fans already love.
04 — The Work
A weekly show that made the NFL a gaming fixture.
A recurring live format, player-creator matchups, and social cutdowns engineered for the clip economy.
Results — Box Score
60M+
Total Views
8
Weekly Episodes
34%
Gen Z Reach Lift
120+
Creators Involved
2.5x
Social Engagement
RECOGNITION
Gold, Sports Video — 2023 MUSE Creative Awards Gold, Entertainment Video — 2023 MUSE Creative Awards