Gallery
BEHIND THE WORK
The first time an NFL franchise invested directly in a Canadian youth football league. We made the campaign that launched it.
RAW Sports brought us in to produce the promotional campaign announcing the Junior Cardinals Flag Football League, a Calgary youth league built in direct partnership with the Arizona Cardinals. It marked a genuine first: an NFL organization investing directly into Canadian youth football, and the campaign had to carry the significance of that moment while driving real registrations on the ground. We led the creative throughout, from concept to scripting and directing. The work drove over 195,000 views and more than 700 players registered for the league's inaugural season.
The Announcement
Filmed in Arizona with RAW owners Robbert and Anthony Woodson alongside the Cardinals cheerleaders and their mascot Big Red, the announcement opens on a scripted comedic skit before shifting into an informative section laying out what the league actually offers: real NFL involvement, professional coaching, stat tracking, game film, and open access for kids across Calgary. The strategy was to lead with entertainment, an opening that's fun and exciting to watch, and use that energy to carry the informational and promotional weight that follows. A balance that keeps people watching through the details most ads lose them on. We scripted the full piece, including the voiceover that anchors the informative half, with the Cardinals' media team running camera. The main video was accompanied by a second, fully separate edit, built to extend the reach of the launch.
Draft Day
The "Draft Day" video was a separate production that brought the campaign home to Calgary, this time with the Cardinals crew flying up for the shoot at Shouldice Field. It carries the same cast, Robbert, Anthony, Cardinals cheerleaders, and Big Red, now alongside a group of the Junior Cardinals league's own participants. The first half continues the scripted, comedic tone of the announcement. From there it opens into a compilation of draft day footage that captures the energy of the league. We handled the full creative start to finish, scripting, directing, and editing, with the Cardinals' videographer capturing the event coverage in the back half.