For the lead-up to Super Bowl LV, TB12 wanted to set itself apart from other spectators and cheerleaders. Of course, Tom Brady was our captain, and his ability to defy age and the odds in his seventh Super Bowl was worth celebrating. However, this was a unique opportunity to ground the hype in the proof. We chose to highlight the journey, work, and relationships to show that behind every champion is a method. A method that not only works for Tom but can work for you too.

The campaign centered around four videos, supported by static posts and carousels. Tone was critical, and we played with confidence, irreverence, inspiration, and most importantly, fun to stay authentic to Tom's personality.