The image featured at the top of the about us page #1
The image featured at the top of the about us page #1
The image featured at the top of the about us page #1

Creative + Ad Product

Amazon NFL
Thursday Night Football

I partnered with Amazon and Rufus, Initiative’s in-house Amazon agency, to design custom interstitial ad product and produce videos for an NFL Thursday Night Football campaign. The campaign focused on driving awareness of Thursday Night Football’s Prime exclusive availability and increasing Prime sign-ups, with targeting focused on NFL fans and enthusiasts.

Partners:
InMarket
Amazon
NFL
Rufus
Celtra

Skills:
Ad Product Design
Visual Design
Motion Design
Video Editing
Rich Media Development
Javascript

Deliverables:
Moments Interstitial
Video

I worked with the creative team at Rufus to design custom ad units, leveraging elements from their brand design library. Some unique aspects of this creative unit were that:

  • The creative would be updated weekly with new teams and players featured.

  • We would only run the campaign on Thursdays. Leading up to the game, the creative would feature a video, followed by a countdown timer, counting down to kickoff time.

  • Once the game started, the creative messaging would update, and the creative would now feature the current score of the game, pulling in the data via an API.

I worked with the creative team at Rufus to design the layout of the ad units, pulling elements from their brand design library. Some unique aspects of this creative unit were that:

  • The creative would be updated weekly with new teams and players featured.

  • We would only run the campaign on Thursdays. Leading up to the game, the creative would feature a video, followed by a countdown timer, counting down to kickoff time.

  • Once the game started, the creative messaging would update, and the creative would now feature the current score of the game, pulling in the data via an API.

  • The creative would be updated weekly with new teams and players featured.

  • We would only run the campaign on Thursdays. Leading up to the game, the creative would feature a video, followed by a countdown timer, counting down to kickoff time.

  • Once the game started, the creative messaging would update, and the creative would now feature the current score of the game, pulling in the data via an API.

We worked with our partners at Celtra to design all of this within a single dynamic rich media creative. By leveraging a data feed, as well as API integration, we could:

  • Ingest all the weekly team assets into the data feed, and the creative would dynamically update each week by pulling in the assets for each layer on the creative from the feed. This simplified both the creation of the ad units, and the trafficking of the creatives by the InMarket ad operations team.

  • Once kickoff happened, the creative would automatically switch over to the "Live Score" creative.

  • We leveraged an API from the NFL to ingest live game data into the creative, bringing in each team's score, the current quarter, and time on the clock.

We helped produce beginning and end cards for all the video variations we would run during the duration of the campaign.