The Road To Kickoff
It takes all of us working together, side-by-side, to create a better future for the game and for the country. To kick off the 2020 season, we launched a message of unity and hope inspired by LaDanian Tomlinson's iconic HOF speech.
Directed by Paul Mitchell at Elastic
Music by Alicia Keys
Client: NFL Role: Concept, Creative Direction Agency: 72andSunny
Beyond The Film
Throughout the 2020 season, the tagline theme will be woven throughout NFL initiatives. All team endzones will feature stencils with "It Takes All of Us" and "End Racism" painted on. Players have the option to wear it as a decal on the back of their helmets along with other messages of racial justice or the names of victims of police brutality and systemic racism. The line even inspired a song and music video by the LA Rams in collaboration with Watts rapper Stix.