NFL 100
- Jul 24, 2019
- 1 min read
Updated: Jun 8
Project: NFL 100 Client: NFL Agency: 160over90 Production / Studio: 160over90
Executive Creative Director: Roni Sebastian Group Creative Director: Eric Lamb Senior Art Director: Karim Youssef ACD: Joel Kennedy ACD Copy: Rachel Yanovski Producer: Nicole Choe Motion / Animation: Erica Kalicak
NFL 100 is an interactive experience for NFL, built at the intersection of technology, spatial experience, and live audience engagement. The work needed a clear idea first, then enough craft and structure to make that idea read inside the format it was made for.
160over90 carried the agency and production sides of the assignment, which kept the strategic read, creative development, production decisions, and final delivery moving as one connected pipeline.
On NFL 100, Karim Youssef's hand shows up in the craft layer: the way image, motion, edit, and finish turn the assignment from a set of assets into a coherent piece of communication.
The interaction had to feel like the idea, not a layer on top of it. The audience needed a clear action, an immediate response, and a reason to stay with the experience.
The result is a participatory experience with a clear exchange: people act, the system responds, and the brand earns attention through interaction.
The craft sits in the rhythm: how the image moves, where the edit breathes, how the design supports the subject, and how the final piece keeps momentum without feeling rushed.
The media is placed as part of the read, not as an afterthought: finished work first, then the details that explain the choices behind it.
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