CREATE YOUR PLAYER

For ENDZN's Black Friday campaign, we built the promo around a video-game concept nearly the entire target demographic would recognize instantly: "Create Your Player," a character-customization sketch styled after the Madden screen a generation of football fans grew up on. Tapping something that familiar made the brand integration feel clever and memorable rather than forced.

The format does the work. Jalen Philpot scrolls a customization menu and his on-screen avatar cycles through the ENDZN lineup, off-season sweatsuit to game-day fit, turning a product showcase into something that reads as content first. The pacing stays quick, the tone stays loose, and a comedic back-and-forth keeps it feeling native to the platforms it was built for, not like an interruption on them.

The strategy was to meet the audience on their own ground, the games they play and the way they talk, and let the product live inside the entertainment. Casting Jalen was central to that. As one of the top receivers in the CFL, he carries credibility this audience respects, and the video-game framing ties him to the brand in a way that lasts well beyond the sale. The result is a promo that doesn't just move product for a weekend. It positions ENDZN inside the culture it's selling to.