NFL schedule release videos are intense content competition: Inside the process
All 32 NFL teams produce a video promoting the upcoming season's schedule. This is how the event became the 'Super Bowl' for NFL creative teams.
Los Angeles Chargers director of creative video David Bretto has a simple mandate for his team. They could be watching a movie or television or playing a video game, even in the middle of the offseason. Could be June or July.
“Your brain should always be thinking in schedule-releases terms,” Bretto told USA TODAY Sports. “We’re constantly on the search for what we’re going to do in next year’s schedule release (video). ” That prioritization of the schedule-release video is why, for the past three years, the Chargers’ have dominated the Internet, with the team’s social media and creative content teams flexing on the rest of the NFL.
There was the video set in “The Sims” reality (2024) , an anime-focused production (2022) and a video that existed in the Minecraft universe (2025) . The Chargers, and their 31 counterparts, have the chance to do something with their annual schedule release video — the NFL schedule will be formally revealed in full Thursday, May 14 , at 8 p. m.
ET — that often evades them for the rest of the football calendar. “It’s a big day for the league that has, one way or another, evolved into a big day for social-media departments as well,” Los Angeles Rams director of social media and influencer partnerships Kurt Gies told USA TODAY Sports. Teams use a variety of mediums to convey the 17 regular-season matchups for the fall: animation, social-media influencers, nostalgia, celebrities.
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