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The Athletic — Every Second Tells A Story
Category Commercial, OOH
Services Strategy, Creative, Production, Post

Acquired by the New York Times in 2022, The Athletic is the world's leading digital sports media company, delivering powerful stories and smart analysis that brings sports fans closer to the heart of the game. To kick off the start of football season, they asked W&M to develop a television and digital OOH campaign to showcase their deep NFL, college, and fantasy coverage with the aim of driving brand awareness and subscription growth.


We developed a concept that juxtaposed the cinematic but shallow coverage of live sports broadcasts with the deep context of the Athletic, featuring real headlines, podcast recordings, tweets, and design, developed in collaboration with their editorial teams. As the NFL season wound down and the NBA season loomed, The Athletic asked us to revisit and adapt this creative for basketball.

Creative Director Felipe Lima, Creative Director / Copywriter Peter Macia, Creative Strategist Noah Rabinowitz, Creative Nicole McCammon, Agency Producers Morgan Enfield, Brian Miller, Director / DP Kevin Phillips, Producer Shawn Loh, Design / Motion Graphics Forth + Back, Editor Sean Leonard, Post Producers Brian Miller, Joanie Arbogast, Sound Design / Mix Glue Factory, Storyboards Tanya Zaman