ESPN

The client tasked us with amplifying storytelling around the intense passion of college football fans while steering away from predictable music choices. To tap into the fans’ primal emotions, and the winner-take-all stakes of the football playoffs, the team believed that the guttural yelps of Screamin' Jay Hawkins' "I Put a Spell On You" would highlight the raw intensity of the game. The song choice also added a touch of levity and playfulness – a world away from the hyper-serious song selections in most sports content.

ESPN / MCKINNEY