You’re Not a Bad Fan
For Super Bowl 52 — which my Kansas City Chiefs lost — we wanted to show what happens when a fan finally gets to meet the hero he’s idolized since 2003. Then we took his internet away.
Super Bowl 52national broadcast
Elijah Woodas himself
Full ecosystemTV to custom social units
The idea
Frodo of the Shire, in the flesh, standing in front of a lifelong fan — and unreliable cable internet choosing that moment to ruin a once‑in‑a‑lifetime experience. The pain is specific, which is what makes it land.
The scale
We took this from broadcast into every kind of social and digital asset you can imagine: custom Facebook units, GIFs, online video, the whole apparatus.