Amazon needed to make a unique spot for every single matchup of the Thursday Night Football season. All 15 of them.
So we came up with “It’s On,” a modular system that allowed them to seamlessly change out game footage and celeb talent, creating new content each week.

Here’s spot 1 of 15—

This campaign led Amazon to have the highest-streaming TNF season in history.
It also caused the song “Ante Up” to be stuck in my head until the end of time.