NFL on DAZN

Client

DAZN

Role

Senior Creative Lead

The Team

Will McMullan, Creative Direction

Stewart McMillan, Head of Design

Dan Westwood, Design Director

Ant Tyrrell, Designer

Adam Vessey, Producer

Overview

A 360° campaign marking DAZN’s exclusive rights to broadcast every NFL game. Built around the unwavering passion of diehard fans — those who live for the game and refuse to miss a moment. Every snap. Every second. Every play.

The Brief

As part of the NFL GamePass offering, DAZN brought hardcore fans outside of the US something no other platform could match: every game, every team, all season long. While competitors held rights to select games, DAZN’s coverage was total. The campaign needed to launch that offering in a way that matched the ambition of the fans it was built for.

The Approach

We built the campaign around a single insight: for real fans, watching isn’t passive — it’s a way of life. The tagline Live for Every Game became the anchor, capturing the dedication and identity that defines NFL fandom. The creative brought that to life through authentic fan portrayals, high-energy visuals, and a tone that felt as committed to the game as the fans themselves.

Live for Every Game

Live for Every Game isn’t just a campaign line — it’s a declaration. It speaks directly to the fans who build their weekends around kickoff, who have rituals they won’t break, and who feel every game like it matters. Because for them, it does.

Visually, the campaign matched the intensity of the sport — bold, kinetic, and unfiltered. The work captured real fan energy rather than polished spectacle, grounding DAZN’s broadcast promise in the culture it was joining.

More Work

CREATIVE · ART DIRECTOR

NYC · CA · CDMX

CREATIVE · ART DIRECTOR

NYC · CA · CDMX