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Hard Knocks
Project type
Marketing Campaign
I’ve helped to grow Hard Knocks from an annual tentpole into a year-round, must-watch sports franchise by leaning into what other football shows don’t: real-time, behind the scenes access and unfiltered human stories. Over several years I oversaw marketing on the series as it expanded from Training Camp to In-Season to Off Season editions.
I worked with NFL Films and NFL teams like The Lions (2022) to sell their underdog story and big personalities, The Jets (2023) with their massively hyped new QB in Aaron Rodgers, The Dolphins (2023) with their explosive and entertaining offense, and The Chicago Bears (2024) spotlighting a rookie quarterback Caleb Williams and a team franchise turning point.
Every season we’ve built social conversation and strong cultural buzz, generating reactive social content, team-specific promos, targeted local out of home ads and activations. We leaned into immediacy, local fandom, and weekly narrative hooks, keeping viewers tuned in for one of HBO’s longest running series.
