The Road To Kickoff
With Ashton Rose
Directed by Paul Mitchell at Elastic
Music by Alicia Keys
Client: NFL
Role: Concept, Creative Direction
Agency: 72andSunny
It takes all of us working together, side-by-side, to create a better future for the game and for our country. To kick off the 2020 season, the NFL led with a message of unity and hope inspired by LaDanian Tomlinson's iconic HOF speech.
Clios – Film – Bronze 2021
Impact Beyond The Film
Throughout the 2020 season and beyond, the tagline was woven throughout NFL initiatives. All team endzones featured "It Takes All of Us" painted in them. Players have exercised the option to wear it as a decal on the back of their helmets along with other messages of racial justice. The line even inspired a song and music video by the LA Rams in collaboration with Watts rapper Stix. The mantra has endured and is still used by the NFL many seasons later.
