Super Bowl Fever LVIII


Campaign strategy
Creative direction
Art direction
Microsite design and build
AWS management & deployment
Social Media planning and buying
DOOH planning and buying

Campaign Strategy
Art Direction

In collaboration with the marketing and digital teams at ESPN and Disney we wanted this year's Super Bowl to be something special - different from previous campaigns that focussed purely on the teams, big-name quarterbacks, and the event itself. Our goal was to tap into the mindset of sporting audiences and give them a unique reason to watch ESPN's live broadcast. 

The Super Bowl is played on a Monday in Australia and NZ, so why not make it the perfect excuse to chuck a sickie? Through a social-by-design approach, we prompted audiences with the spread of 'Super Bowl Fever' and the CTA to download their very own 'official' Super Bowl Sickie certificate from a dedicated ESPN microsite. This social campaign was supported by on-air broadcast TVCs plus an ATL digital and OOH campaign strategy, helping to build awareness of the event broadcast on ESPN in Australia and NZ.

Read the AdNews article.

In 2023 ESPN Australia cemented themselves as “Your Home For Hoops” by adding FIBA to the list of their existing unrivalled coverge - which includes NBA, WNBA, NBL, WNBL and NCAA – right in time for the pending women’s and men’s world cups.

ESPN and Now We Collide collaborated to build on the success of the previous Your Home For Hoops campaign with a social media led video campaign targeting Australian basketball fans where they live online. Videos were pushed out across YouTube, YouTube Shorts, Facebook, Instagram Reels and TikTok and the campaign was kicked off with a 60 second hero ad that aired during ESPN’s broadcast of Super Bowl LVII. Additional campaign videos pointed specifically to ESPN’s broadcasts of the NBL and NBA playoffs and finals.

Beer glass on dark table

Production included scripting, filming and producing a range of campaign content and collateral including the ability for audiences to create their very own custom ESPN Sickie Certificate. 


Now We Collide used a mixture of projection mapping and VFX to showcase some of the biggest plays from across ESPN’s basketball offering which also gave us the opportunity to have talent interact with the big-name stars and immerse them in the famous plays for a unique and interesting visual.




Executive Producer/Chief Strategy Officer Keir Maher
Chief Creative Officer/ Director  Ryan Bodger
Lead Creatives Ryan Bodger (Super Bowl Sickie) Tim Prosser (OOH)

Art Director Sarah Coleman, Tim Prosser
Producers Shayne Carter, Lana Spehar, Amanda Cooten 

Executive Producer/Chief Strategy Officer Keir Maher
Chief Creative Officer/Director Ryan Bodger
Director of Design & Motion Bob Connelly
Producer/1st AD Shayne Carter

DOP and Edit Josh Groom
Motion and VFX  Bob Connolly
Motion and 3D Artist Ethan Cohan
Sound Artist James Martel
Client Lead (ESPN) Jemma Hawksford

DOP  Anthony Rose
Projections  Tom Hall
Edit Josh Groom
VFX  Bob Connelly
Colourist  John Agapitos
Sound Design  James Martell

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