AWS | NFL
Stats are just the start. For the 2023 NFL season, my team at AWS evolved the broadcast campaign to highlight how cloud computing is at the core of the league’s business—and not only its statistics.
In the second ad of the season launched on Thanksgiving weekend, my team focused on how machine learning and AI analyzes millions of data points to model any player, on any play, in any condition to help improve player health and safety.
The campaign continued to celebrate how AWS drives higher expectations throughout the league by powering Next Gen Stats. So when fans want to dive deeper into plays on every side of the ball, they are given access to over a million data points analyzed by AI to back it up.
For our launch spot highlighting the NFL’s schedule creation and AI-powered player health improvements, in addition to real-time data analytics used for Next Gen Stats.
AWS Head of Advertising: Lindsey Sutphin
AWS Head of Creative: John Fulton
AWS Sr. Campaign Manager: Emilee Brunton
Agency: Joint
Post/FX: Rascal
Director: Michael Lawrence / Supercontinental
Data makes all the difference. For the 2022 NFL season, my team took football fans into a whole new world: the world of data.
In it, we dramatically revealed and visualized the data that flows from the game, lifting from the points of sensors on players and bursting into action as real-life plays. That journey demonstrates how Machine Learning processes over 300 million data points in real time, crystalizing into a single Next Gen Stat.
Our creative continued in a second spot to highlight the intense effort to build a better game, pointing out how AWS powering unlimited simulations with Machine Learning that analyzes millions of data points to improve NFL player health and safety.
The best NFL completions sometimes look impossible. Now, fans at home get the benefit of Next Gen Stats powered by AWS use Machine Learning to analyze every point in the game. That gives them Catch Probability, Receiver Separation, Touchdown Probability, and more.
So, when an incredible play happens they might not believe their eyes, but they can believe the numbers.
AWS Head of Advertising: Lindsey Sutphin
AWS Head of Creative: John Fulton
AWS Sr. Campaign Manager: Emilee Brunton
Agency: Joint
Post/FX: Rascal
Director: Michael Lawrence / Arts&Sciences