Peyton It Forward
I worked with Peyton Manning’s team at Omaha Productions as creative director and producer to develop the “Peyton It Forward” campaign for Bud Light, aimed at promoting a Super Bowl ticket and concert ticket giveaway. With a tight timeline of just three weeks from conception to execution, I collaborated with Omaha’s marketing and production teams, as well as remote and in-person teams across several locations. Leveraging my strengths in quick-turn digital content, I created engaging, high-quality content that would resonate across various platforms.
To kick off the project, I collaborated with Bud Light’s marketing team, understanding their vision for an organically engaging advertisement that would capture the attention of fans. We recognized the unique opportunity to feature prominent NFL players—from Hall of Famers like Peyton Manning and Emmitt Smith, to current MVPs like George Kittle and Saquon Barkley—who already had established relationships with Bud Light.
Once the athletes were onboard, I faced the challenge of ensuring that their remotely-shot videos would come together cohesively. Working closely with Omaha’s Head of Production, we implemented our well-developed remote shooting protocols, which maintain consistency across different filming locations. This included meticulously matching lighting and camera specifications and ensuring high-quality control standards were met. Our commitment to excellence paid off, resulting in a polished final product.
The campaign ultimately produced 32 unique assets designed for distribution across multiple social media channels. Understanding that modern audiences engage more with entertaining content rather than traditional ads, I emphasized a narrative that would spark shares and discussions online. The humorous angle, featuring the athletes playfully vying for credit on the “Peyton It Forward” idea, was a strategic choice that reflected Peyton Manning’s personality and helped create a sense of unity and enjoyment among viewers.
Humor, in particular, served as a powerful tool for us. It allowed us to foster an uplifting atmosphere that appealed to a broad audience, in line with our mission at Omaha Productions. By leading with entertainment rather than a straightforward sales pitch, we aimed to meet fans where they spend most of their time—on social media—thus enhancing our overall marketing strategy.
This project exemplified how my role as creative director and producer allowed me to harness the collective talents of our team, navigate the complexities of fast-paced production, and deliver impactful content that not only aligned with Bud Light’s objectives but also engaged and entertained fans.
