In 2017, Amazon made headlines by acquiring streaming rights to Thursday Night Football. As the creative lead for multiple seasons, I faced the challenge of establishing Amazon Prime Video as a legitimate NFL broadcaster while simultaneously building broader awareness of Amazon's streaming capabilities. My task was to develop a campaign that would decisively announce Amazon's arrival in the sports world and drive awareness of its streaming platform.

The results were groundbreaking. My campaigns significantly boosted new sign-ups for Amazon Prime Video.  This success fueled the momentum that led to Amazon securing the largest streaming rights contract in sports history – the first-ever streaming exclusivity deal for a major professional sports league ($10 billion over 10 years).