This ESPN ad is different

Agency Arts & Letters kicked off the 2024 College Football season with the There’s Never Been A Season Like This campaign to usher fans into a new and brighter era: The age of the new expanded College Football Playoff.

Now, Arts & Letters continue the brand platform with work that elevates the stakes and the drama of the first ever 12-team playoff and the anticipation for the national championship game.

The new expanded College Football Playoff campaign celebrates the 2024 season and what the new playoff format means: more teams and more games, means more pressure and more stakes. There’s truly never been a playoff season like this or a national championship like this. With teams having to battle through the new College Football Playoff system, only one team will be able to say they’ve done something no other team in college football has ever done. The national championship campaign, titled This One is Different, perfectly captures this feeling.

ESPN – This One is Different

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Credits

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Agency Arts & Letters/Richmond
Assistant Editor Javier Gonzalez
Editor Rachel Fowler
Editing XYZ (In-House at Arts & Letters/Richmond)
Design Director Duncan Elms
Animator/ 3D Designer Tony Zagoraios
2D Designer Sky Bird
2D Designer Jean Hwang

Colorist Ale Amato
Executive Producer Christina Roldan
Color Producer Alex Zhao
Sound Design Henryboy Sound
Executive Producer Kate Gibson
Sound Designer Bill Chesley
Audio Post Overcoast Music & Sound
Creative Director JL Hodges

Record & Mix Engineer Matt Whitworth
Producer Cameron Gross
Executive Creative Director Charles Hodges
Creative Director Mike Behrends
Creative Director Chris Kim
Creative Director Scott Hayes
Creative Andrew Chin
HP Lisa Gatto Setten

Executive Producer Calleen Colburn
Producer Zack Sabin
Music Supervisor Cam DiNunzio
Assistant Editor Keiyana Bryant
Executive Producer Whitney Green
Senior Producer Lauren Galanides
Animation Producer Mitchell Fraser
Head of Production Paul Makowski

Executive Producer Kate Berry
3D Designer Marios Tsaousis
3D Animator Argyris Nochos
3D Modeler Elena Izanami
3D Designer Vitaly Yakin
Animator Alex Silver

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“We promised that this was going to be a season like never before, and as the expanded 12-team playoff unveiled itself, the fan excitement was undeniable,” said Curtis Friends, Vice President of Sports Marketing at ESPN. “Building off that feeling, we dialed up the pageantry and intensity in the creative campaign to speak to the energy and high stakes that is the College Football Playoff leading into the National Championship game."

In the College Football Playoff spot, we chose the song Les Fleurs by Minni Riperton, because it brings an unexpected twist but celebratory energy to match the spectacle of the playoff. To match that energy in the national championship spot, we focused on the visual effects working with the animation company, Elastic, who is known for their famous title sequences in popular shows such as Game of Thrones.

“Our College Football Playoff and National Championship campaigns are designed to amplify the dramatic ending of a new college football season, capturing the big, unpredictable, historical finish to a season that has truly lived up to being the greatest story ever played,” said Mike Behrends, Creative Director at Arts & Letters.