I ran the ESPN fantasy football and baseball business at Arnold Worldwide. To drive their new products we created a rock opera (cameo from Geddy Lee of Rush), a content series and we even created the Fantasy Football Hall of Fame.
To counteract the perception that the baseball season was too long, we created a content series called Endless Drama featuring real life soap opera stars and MLB athletes.
My amazing creative team came up with this brilliant concept based off a simple insight. Fantasy football players are average, every-day guys. With a hidden, dark, competitive streak we called “their fantasy side.”
We created a Fantasy Football Hall of Fame where fantasy players could nominate their favorite athletes.