NFL x Paper Planes New Era Hat Collaboration

“Show your true colors” – a sentiment echoing the inquiry of what truly defines you. For ardent NFL enthusiasts, this journey traverses a spectrum of emotions, spanning from intense frustration to euphoric elation. The objective of this campaign was to unveil the genuine essence of the quintessential fan. We assembled a community of passionate NFL team supporters, encouraging them to showcase their raw emotions, basking in the exhilaration of victory and enduring the heartbreak of defeat at our photo studio. Executed as a digital rollout, the campaign launched on the inaugural day of the season. Marking the second collaboration between the NFL and Paper Planes, this endeavor witnessed an immediate sellout, affirming its resonance with fans and the success of our shared vision.

Directing The Fans

On the day of the photo session, our studio was buzzing with a diverse group of enthusiastic NFL fans. We invited them into the studio individually, guiding them to unveil their distinctive game-time personas. While fostering a vibrant atmosphere, we prompted them to exude not only the joy of the game but also the poised composure, the exhilaration, and the raw emotion of disappointment, capturing a spectrum of expressions that truly encapsulated the essence of their fandom.