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The Athletic

Every Second Tells a Story

Project Type

Growth Campaign OOH TVC


Concept Development Creative Direction Creative Strategy

The Brief

The Athletic is the leading digital sports media company, delivering powerful stories and smart analysis that brings sports fans closer to the heart of the game.


For the kick-off of football season, we were tasked with developing a subscriber growth and brand awareness campaign.



The Spark

From audience research, we learned that two of the primary growth personas both watch more TV than they consume written coverage. 


We had an opportunity to use a TV spot to natively prove that there is more going on than what meets the screen—and showcase how The Athletic’s deep NFL, college, and fantasy coverage immerses fans in the power of sports.


We positioned the Athletic as the go-to place for the full story, breaking and exclusive content personalized to them. 

Every Second Tells a Story 5

The Work

Focusing on the story of Joe Burrow and the historic Cincinnati Bengals season, the creative juxtaposes the sometimes shallow coverage seen on TV sports broadcasts with the true depth of coverage that is: The Athletic.


In the time it takes for a cinematic slow-motion pass, we race through rich multimedia (headlines, podcasts, comments, diagrams, and tweets) that inform every savvy Athletic subscriber—reminding us there is always more to the story. 


Agency :
Ways & Means

Creative Director :
Pete Macia

Creative Director :
Felipe Lima

Director :
Kevin Phillips

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