To reflect the show’s tonal range, we developed a series of short-form launch spots, each leaning into a different facet—high-energy sports, offbeat humor, and character-driven emotion—while ensuring all pieces felt part of a unified campaign.

 

We leaned into the star power of Ryan Reynolds, weaving him throughout the campaign as a consistent and recognizable anchor across assets.

 

To elevate the storytelling and showcase the growing passion around the team, we incorporated custom-shot footage of a Welsh men’s choir performing well-known songs, original compositions, and bespoke marketing jingles. These pieces brought a sense of scale, community, and personality—sometimes standing alone, other times intercut with show footage to create distinctive, slightly unexpected executions that mirrored the spirit of the series.

 

Across the campaign, we built momentum by structuring spots around rising tension—ending on moments of uncertainty or emotional payoff—to create a sense of anticipation, even for audiences familiar with the outcomes.