I worked with an amazing strategist and lead a talented creative team to build NFL Forward Pass from the ground up—name, branding, activations, and even the early game plan. The mission? Give young Canadians a reason to fall in love with football, whether they’d ever picked up a ball or not.
It started with strategy—how do you take a sport that’s bigger-than-life down south and make it feel just as electric up here? The answer: meet kids where they are, make it accessible, and most importantly, make it fun. That meant hands-on experiences, interactive drills, and a fresh brand identity that felt just as at home in the streets as it did on the field.
From the logo to the last-yard details of the activations, every piece was designed to pull people in and get them playing. And now? The game is growing, and a whole new generation is throwing, catching, and falling in love with football.