Path to Primetime
Multi-Channel Campaign
NFL Network
NFL Network came to Mutt to help promote the events leading up to the NFL Draft and increase viewership of ?Path to Primetime,? the journey college players take on their way to the Draft. In its simplest form, football players are just like any other kid graduating college: it?s time to prove themselves and get hired. Mutt interpreted this as ?The Toughest Job Interview on Earth.? The campaign suite included a 23-spot package, print, digital and OOH. The ?Path to Primetime? campaign resulted in the 2012 NFL Draft, Round 1 having the highest-rated viewership ever, up 18% from 2011. More than 25 Million watched the first round of the 2012 NFL Draft on NFL Network and NFL Digital Properties, setting all-time records.
Creative Directors: Scott Cromer, Mike McCommon, Steve Luker
Account Director: Kristin Postill Webb
Art Director: Mishy Cass
Copywriter: Mike Houston
Producer: Jonlyn Williams, Shelley Eisner
Post: Rock Paper Scissors
Editorial: Gabriel Britz, Conor O'Neill, Damion Clayton
Post Executive Producer: CL Weaver
Sound Mixer: Jeff Levy, Margarita Mix
Music House: Singing Serpent, Beacon Street, APM
Finishing/VFXL A52, Company 3
Lead VFX Artist: Paul Yacono - A52
Title Design: Elastic
VFX Producers: Megan Meloth, Kate Rentz
