2025 Super Bowl

This spot worked because we took some risks. We did a serious music search and broke away from the brand's typical storytelling style. I led the project over many months as we vetted directors, worked with composers, and created custom lyric demos to get the vibe and energy right.

Music licensing got a bit messy and every new song meant a revised script and modified storyboards. We eventually landed on the right mix with a talented director, a popular anthem, a story that actually felt exciting and fresh for the brand, and a spot the client loved.