The Super Bowl is the biggest sporting event in America. But somewhere along the way, the spectacle became just as important as the actual game. Right up there with the buffalo chicken dip (no offense to buffalo chicken dip).

I wanted to give a voice to fans who are more game for, well, the game. I developed the concept, then oversaw the copy and worked closely with designers to bring it to life across Times Square OOH, digital, and social.