Description
The National Football League debuted “You Better Believe It,” its high-energy 2025 Kickoff campaign that combines artificial intelligence and live action to create a larger-than-life, all-32 team fan celebration.
Set to a remixed version of Quad City DJ’s classic “Come On, Ride the Train” performed by recording artist Normani, the 60-second spot plays out like a music video, which captures the shared hope that this could be any team’s year. Fans of all 32 teams are depicted on a massive float, as they sing the catchy “Come On, Ride the Float” chorus, along with team-specific verses. Through live-action and AI tools, the NFL featured distinct homages and cultural references for fans of each team, whether it’s picturing Washington Commanders’ Major Tuddy as a flying pig, showing a ginormous ice sculpture of “Joe Cool” or referencing the “Black Hole” section of Allegiant Stadium.
“Our fans are at the heart of this campaign – their joy, optimism and belief in what’s possible – and we embraced AI to bring them even closer to the game they love,” said Tim Ellis, NFL chief marketing officer. “By combining technological innovation and human creativity, we had the opportunity to pay tribute to each of our 32 fanbases in one unified fantastical celebration and build a world as limitless and imaginative as they are.”
To bring the fantastical vision of “You Better Believe It” to life, the NFL partnered with 72andSunny to blend live-action, computer-generated imagery (CGI) and generative AI (GenAI) tools. GenAI and CGI allowed the team to infuse the reality-bending float with callbacks to various team fanbases and to shape visual references to clubs like the Chicago Bears and Detroit Lions. This mix of emerging technology and traditional craft gave the team the freedom to experiment, layer in nods to all 32 fanbases and create a world that feels larger than life, resulting in a craft-driven production enhanced by innovation.
Matt Turnier, creative director at 72andSunny, said, “Before each NFL season kicks off, football fans believe anything is possible. More than capturing that spirit in the work, we wanted to approach the production with the same belief in limitless possibilities. So we asked, ‘What happens when AI and CGI drive the spectacle of a larger-than-life Super Bowl float encompassing all 32 teams?’ Each scene needed to be something we could only create with the help of technology. Suddenly, the float wasn’t just a float. It was a stage for mutant snowmen, three-headed goats, silver-and-blue lions, and celebrations tailored to every fanbase in the league.”
While AI was used to scale the campaign concept, the NFL ensured the cast and crew both in front of and behind the camera were representative of its wide fanbase. “You Better Believe It,” directed by Kerry Furrh and Olivia Mitchell of Tusk, features star-studded cameos from Philadelphia Eagles quarterback Jalen Hurts, recording artist Normani, entertainer Druski, and TikTok star Rizzler, who each bring their own connection to the game.
“I’ve always been an NFL fan, so getting the chance to be part of this season’s Kickoff campaign was a no-brainer,” said Druski.
“Being part of the NFL Kickoff commercial is such a monumental and personal moment for me,” said Normani. “I cannot remember a time when football was not a huge part of my household growing up, so now that I’m part of an NFL campaign, it means the world to my family.”
"From day one, we saw this as more than a celebration of football; it’s about joy, unity, and a bunch of earnest humans journeying from hope to belief. It was a dream for us to conceptualize the look of this 32-team, fan-powered float spectacle, barreling cross country, reminding the world what it means to give a damn. There’s nothing more vulnerable than joy, and we deeply admire the NFL fans’ love for their teams. This piece honors that,” said Kerry Furrh and Olivia Mitchell of Tusk.
As the 2025 Kickoff anthem, “You Better Believe It” is a true celebration of the excitement and anticipation of what’s to come for fans, but also for players. As the sole player in the campaign, Jalen Hurts said, “The start of the season marks a new opportunity and a new journey with a new team. We all have a great desire and hunger to win, and it’s something you build one game, one day and one rep at a time.”
“You Better Believe It” premiered today across NFL Network, NFL+, and national broadcast partners, with more behind-the-scenes content to follow on NFL channels and club platforms. Additional “You Better Believe It” vignettes will premiere throughout the season.
This professional campaign titled 'You Better Believe It' was published in United States in September, 2025. It was created for the brand: NFL, by ad agency: 72andSunny. This Film medium campaign is related to the Sports industry and contains 2 media assets. It was submitted 3 months ago.
Credits
Brand: National Football League (NFL)
Creative Agency: 72andSunny, Los Angeles
Production: m ss ng p eces
Music: The Crystal Creative
Editorial: Rock Paper Scissors (RPS)
Finishing: Mathematic
Color: Company 3
Sound Design/Mix: Lime
Production - Jalen Hurts Pick Up Shoot: Pushnik Photography LLC
Client, NFL Team
Chief Marketing Officer: Tim Ellis
SVP Football Communications: Tracy Perlman
SVP Global Brand & Consumer Marketing: Marissa Solis
SVP Social, Influencer, and Content Marketing: Ian Trombetta
VP Global Brand & Consumer Marketing: Rhett Nichols
VP Social, Influencer, and Content Marketing: Tony Isetta
Director, Global Brand & Consumer Marketing: Jackie Finn
Director, Social, Influencer, and Content Marketing: Martin Bowier
Senior Producer, Global Brand & Consumer Marketing: Lucy Hallowell
Senior Manager, Global Brand & Consumer Marketing : Danielle Escalante
Senior Manager, Social, Influencer, and Content Marketing: Al Eewshah
Manager, Global Brand & Consumer Marketing: Caroline Davis
Manager, Social, Influencer, and Content Marketing: Natalie Liest
Associate, Global Brand & Consumer Marketing : Roisin Fitzgerald
Coordinator, Global Brand & Consumer Marketing: Jessica Spiteri
BTS: Pierre Eliezer
Live Content Correspondent: Andrew Drachman
Live Content Correspondent: Kyle Huang
Manager, Player Marketing: Chris Taylor
Director, Music Licensing: Christine Black-Reimel
72andSunny Team
Creative Co-Chair and Founder: Glenn Cole
Exec. Creative Director: Zach Hilder
Creative Director: Jason LaFlore
Creative Director Matt Turnier
Head of Production: Lora Schulson
Exec. Producer: Katie Gaul
Sr. Producer: Brooke Horne
Production Coordinator: Mia Simmons
Group Brand Director: Shane Chastang
Brand Director: Katie Martin
Brand Manager: Izzy Berouty
Chief Operating Officer: Patricia Rothenberg
Senior Council: Sabina Gorini
Group PAL Director: Christine Clausson
PAL Manager: Devin Harrison
Group Strategy Director: Clare Hines
Strategy Director: Samantha Springer
Strategist: Jared Briere
Production Team
Company: M SS NG P ECES
Director: Tusk (Kerry Furrh + Olivia Mitchell)
Director of Photography: Shane Bagwell
Managing Partner, Founder: Ari Kuschnir
Managing Partner: Brian Latt
Managing Partner: Kate Oppenheim
Executive Producer: Edward Grann
Head of Production: Rebecca Davis
Head of Post Production: Josh Sussman
Line Producer (Live Action, AI): Monica Monique
Line Producer (Live Action): Fern Martin
1st Assistant Director: Yvonne Wang
2nd Assistant Director: David Liehn
Production Supervisor: Sameet Patadia
Assistant Production Supervisor: Deryck Highbridge
Assistant Production Supervisor: Caitlin Wachs
Production Designer: Arae Webner
Production Team - Jalen Hurts Pickup Shoot
Company: Pushnik Photography LLC
Director: Jonathan Pushnik
Director of Photography: Vince Guglielmo
Studio Manager: Sammy Collinge
AD: Philip Kwarta
1st AC: James Powers
Key Gaffer: Jon Barden
BBE: Hai Nguyen
Key Grip: Miles O'Bryan
BBG: Mo McConnel
Hair and Makeup: Bryona Smith
PA: Peter Rivelli
PA: Raul Fernando
Music
Publishing License of: C'mon Ride It (The Train) By: Quad City DJ's (1996)
Samples:
- “Theme from Together Brothers” by Barry White ft. Love Unlimited Orchestra
- “We Want some Pussy” by 2 Live Crew
- “The Little Engine That Could” by Laura Olsher
Music Company - Created New Master of C’mon Ride It
Company: The Crystal Creative
Executive Producer: Chad North
Executive Creative Director: Tommy Phelan
Composer: Jordan Chini
Producer: Morgan Whirledge
Editorial Team
Company: RPS
Editor: Damion Clayton
Assistant Editor: Sam Slavkin
Producer: Julia Ribas
Executive Producer: Dre Krichevsky
Executive Producer: Shada Shariatzadeh
Head of Production: Dani Spagnoli
Managing Director: Eve Kornblum
Audio Mix
Company: LIME Studios
Sound Mixer: Jeff Malen
Assistant Engineer: Victoria Cortez
Executive Producer: Susie Boyajan
Associate Producer: Cassie Underwood
Post (AI, CGI, Finishing, Delivery)
Company: Mathematic
CEO & Executive Producer: Guillaume Marien
Executive Producer & Partner: Hadi Dahrouge
Sr Producer: Anh Phan
VFX Producer: Mikaella Zarka
VFX Producer: Gouna Logan
Creative VFX & CG Supervisor: Daniel Karp
VFX Supervisor: Yann Aldabe
VFX Supervisor: Francois-Xavier Pourre
VFX Supervisor: Emeric Samier
Post Production Coordinator: Carine Jacquemont
Post Production Coordinator: Noa Valadoux
Post Production Coordinator: Guillaume Maire
Post Production Coordinator: Shelby Campbell
Studio Coordinator: Jay Rubin
AI Artist: Bruno Detante
AI Artist: Stephane Benini
AI Artist: Bruno Samper
AI Artist + CG Generalist: Jean Delaunay
AI Artist + Compositor: Sean Struble
AI Artist: Pierre Emperador
AI Prompt Artist: Nick McGregor
CG Modeler: Lilian Robert
CG Modeler: Oscar Barrero
CG Modeler: Piotr Glabinski
CG Texture / Lookdev: Remy Maatouk
CG Texture / Lookdev: Jesse Flores
CG Generalist: Fred Colin
CG Generalist: Pierre Dussaule
CG Generalist: Andrea Oguey
CG Generalist: Thomas Bertrand
CG Generalist: Colin Toupe
CG Generalist: Nathanael Serise
CG Generalist: Alexis Dubor
Rigger: Jules-Baptiste Giraud
Rigger: Guillaume Boudeville
Lighting: Arnaud Richir
3D Animator: Valere Amirault
3D Animator: Morgane Scionico
Matte Painter: Romain Bayle
Matte Painter: Brandon Kachel
Matte Painter: Guillaume Béguin
Tracking: Adrien Delecroix
Tracking: Eva Clerc
FX artist: Djelloul Bekri
FX artist: Olivier Colchen
Flame Artist: Vincent Blin
Flame Artist: Samuel Roux
Compositor: Fabien Husselin
Compositor: John Brennick
Compositor: Lucia Scansetti
Compositor: Alexandra Batina
Compositor: Clément Germain
Compositor: Jeremy Blasco
Compositor: Magali Pham
Online Editor: Alex Hemingway
Online Editor: Ean Carlson
IO Assistant: Alexandra Brugalé
IO Assistant: Paul Calabrese
IO Assistant: Selim Meddeb
IO Assistant: Orphée-Timothée Marle-Ouvrard
IO Assistant: René Samoël
IO Assistant: Bilal Foot
Telecine:
Company: Company 3
Colorist: Matt Osborne
Producer, Color: Shannen Troup
Executive Producer: Kristin Engdahl
