ESPN Releases New College Football Playoff Creative

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ESPN Releases New College Football Playoff Creative

Latest spot brings the 2023 College Football Playoffs to life through epic tale

ESPN recently announced its newest brand creative as part of the next installment of ‘The Greatest Story Ever Played’ campaign. A collaboration with Arts & Letters, the campaign highlights the sentiment surrounding great college football stories – on and off the field – and the variety of ways the sport captures the attention of fans.

As the 2022-23 season winds down, the stakes only grow higher. The new creative builds anticipation through the final weeks as teams battle for a coveted spot in the College Football Playoff (CFP). The story draws inspiration from an epic tale through the lens of two worlds.

The first is a cozy story-time-like setting where a grandfather shares the epic fantasy tale of the 2022-2023 CFP to his granddaughter. The second is a world inside the granddaughter’s imagination. Her world is filled with epic stand-offs between teams vying for football glory, house banners waving, stadiums standing tall among vast landscapes, and coaches and players being treated like royalty.

“We believe the CFP is a must-watch event for all fans. The Semis and the National Championship, regardless of who you are, is for you.” said Emeka Ofodile, ESPN Vice President, Sports Marketing. “It was important for the campaign to express not only the bigness of the event, but the inclusiveness and diverse fandom that comes with it – in-front of the camera and behind it. We are thrilled to have worked with our director Malik Vitthal to drive that home.”

The creative will launch on Saturday, November 19th, debuting on TV during ESPN’s College GameDay Built by The Home Depot preview show.

NJ Placentra, Creative Director at Arts & Letters, said, “If ‘The Greatest Story Ever Played’ were an actual story, then the College Football Playoff would be that story’s climactic chapter. That’s the conceit that inspired this latest work as we set out to get fans excited for this season’s epic conclusion.”

Credits: CFB on ESPN – The Greatest Story Ever Played – Once Upon A Game
First Air Date: November 19th, 2022 (High-res Images)

Client: ESPN
EVP, Commercial Marketing, Disney Networks & ESPN: Laura Gentile
VP, Sports Marketing: Emeka Ofodile
Senior Director, Sports Marketing: Curtis Friends
Director: Sports Marketing: Maggie Davis Lewin
Manager, Sports Marketing: David Dessau
Associate Manager, Sports Marketing: Willi Anderson
Associate Manager, Sports Marketing: John Hewer
Marketing Coordinator, Sports Marketing: Emily Fishman
Senior Creative Director, G&L: Chris McClure
Creative Director, G&L: Mike Dominguez
Associate Producer, G&L: Cameron Gross
VFX Supervisor, Fresh Paint: David Klinkowize

Agency: Arts & Letters Creative Co.
Founder, Executive Creative Director: Charles Hodges
Director of Strategy: Andy Grayson
Director of Production: Temma Shoaf
Creative Director: NJ Placentra
Creative Director: Andrew Kong
Creative: Scott Horlbeck
Creative: Jon Hirsch
Executive Producer: Calleen Colburn
Producer: Collyn Dixon
Group Business Director: Brenda Schneider
Business Director: Martin Madriaga
Business Manager: Erin Shepherd
Strategy Director: Alex Morrison
Strategist: Millie Tunnell
Director of Business Affairs: Lenora Cushing
Business Affairs: Jennifer Kmetzsch
Music Supervisor: Cam DiNunzio

Production: The Corner Shop
Director: Malik Vitthal
EP / Founder: Anna Hashmi
Executive Producer: Jay Shapiro
EP / Head of Production: Jessica Miller
Producer: James Graves
Production Supervisor: Timothy Kreis

Editorial: XYZ
Editor: Ryan Quinn
Assistant Editor: Carl Simakoff
Executive Producer: Whitney Green
Producer: Lauren Galanides
Technical Director: Micah Berry
Assistant Technical Director: Lisa Miller

VFX: Framestore NYC
Executive Producer: Nick Fraser
Senior Producer: Sue McNamara
Lead Artist: Vicky Osborn

Color: Company 3
Colorist: Tim Masick
Senior Producer: Kevin Breheny
Producer: Ryan Moncrief 

Audio Mix: Lime Studios
Engineer: Rohan Young
Executive Producer: Susie Boyajan
Assistant Mixer: Jeremy Nichols

Music: APM

John R. Manzo

Based in New York City, John Manzo is a Communications Manager for ESPN with a focus on sports betting, consumer marketing and corporate citizenship. He is a Michigan native, Detroit sports fan and proud Central Michigan University graduate.
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