NFL Player Health & Safety “Digital Athlete” Campaign

In partnership with the National Football League (NFL), I wrote this spot that aired during the 2025 NFL Playoffs and the Pro Bowl Games to 4.7 million viewers.

This cutting-edge tool, the Digital Athlete, uses AI to track digital twins of players, analyzing training, practice, and game data to predict injury risks.

The results?

Personalized player care, safety-focused rule changes, and a safer, more exciting game for everyone.

Creative Director // Hawken Vance (Writer, Art Direction & Copywriting)

Production Company // Workprint

Client: NFL
Tim Ellis
EP: Chris Hill
Producer: Michael Pryor
Creative Directors: Nate Steele Dave Mellott
Coordinator: Emily Perrone

Workprint Team:
Executive Producer/Creative Director/Editor: David Nitzsche
Coordinator: Esther Paola Romero
Assistant Editor: Charles Rouse
Design: Martin Aggerholm
CG/Art Directors: Tim Devlin Amador Valenzuela
Animators: Patrick Kipper Martin Aggerholm Justin Malek
Color: Myles Mantzaris
Audio: nicholas couscouris