As members of the American Advertising Federation (AAF), we compete in the National Student Advertising Competion (NSAC) against schools across the country.
As President of the 2026-2027 team, I am currently working on this years campaign, Rocket Mortgage!
ThE BRIEF
The NFL operates some of the most impactful youth development programs in the country. But, there was a need to find the red string that connects these initiatives together and reach the right audiences.
1,258 Survey Responses
10 Mil$ Budget
2.5B Projected Impressions
3rd place AAF District 10
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ThE insight
Extend the Play reframed football as something bigger than what happens on the field. The campaign united NFL youth initiatives under a single message focused on three pillars:
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Accessibility
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Community
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Positive Playing Environments.
The play shouldn't end when the whistle blows. The lessons, friendships, confidence, and opportunities should continue long after the game is over. This is how we EXTEND THE PLAY, to everyone.
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My Role
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Directing two campaign video spots
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Supporting campaign messaging development
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Copywriting
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Assisting with visual direction and creative execution
eXtend the play day 30 second spot
Role: Video Director
This spot focused on the promoting "Extend the Play Days", focused on the friendships, confidence, and sense of belonging that happen when communities come together, utilizing a unique format to highlight short-form and long-form scalability.
eXtend the play app 30 second spot
Role: Video Director
The Extend the Play App serves as a central hub connecting families to NFL programs, local events, resources, and opportunities. This video introduced the platform as an accessible entry point into the NFL's youth ecosystem.
OTher Activations
EXTEND ThE PLAYround
A partnership focused on improving access to play spaces and sports resources for underserved communities.
Play ExTended
An NFL-themed Fortnite experience designed to bridge digital and physical play.
PAint the Play
Kids decorated football helmets and shared their creations online, encouraging self-expression and participation beyond the event itself.
EXTEND ThE play day
Community events centered around flag football, local partnerships, and family engagement.
takeaway
This project taught me how powerful creative storytelling becomes when it's rooted in human insight. As a Video Director, I learned how to translate strategy into emotionally resonant content while balancing the goals of a larger integrated campaign. Working across messaging, copywriting, and visual development also reinforced the importance of consistency, every touchpoint should feel like part of the same story.
Mahvish Shah, Delauren, Jacsyn Clark, and Jesus Palacios, the four presenters for UNT's team.