TAMPA, Fla. – Moments before kickoff at Super Bowl LV, the NFL revealed a short film ‘As One’, bringing back one of the league’s most inspirational figures, a pioneering ally in social justice and namesake of the Super Bowl Trophy, Vince Lombardi.
Made in partnership with creative agency 72andSunny Los Angeles, the NFL spot highlighted the resiliency of the American people and seamlessly transitioned to the game’s live broadcast with a hologram of Lombardi delivering a speech from the end zone in front of millions tuning in. Using words inspired by Lombardi’s real speeches, blessed by the Lombardi family, the speech inspires by reminding America that it’s “not whether we get knocked down, but whether we get back up. As One.”
“Most of us know Lombardi as an inspiring coach on the field, but he was more a teacher than a coach. He believed that equality and unity were the world’s most powerful force, and his words became the narrative spine to our spot” said Tim Ellis, NFL EVP and Chief Marketing Officer. “This year we recognized the country needed a cultural guiding light of strength and resilience, and that is what we hope resonates with our fans through this film.”
The NFL also partnered with award-winning studio Digital Domain to bring their feature level VFX to this special project. They utilized hours of historical and practical footage and audio provided by NFL Films, which director Max Malkin of Prettybird then used to resurrect Coach Lombardi using a blend of traditional VFX techniques along with ‘Charlatan’ their new groundbreaking proprietary digital humans technology. In tandem, they also worked with Respeecher to replicate Lombardi’s voice using AI and existing recordings.
“Many fans today don’t know Coach Lombardi or what he stood for. Beyond his football acumen, he was a great uniter, a champion for social justice within the league” said Zach Hilder, Group Creative Director, 72andSunny Los Angeles. “We felt America needed to hear his words now more than ever.”