Playoffs were coming. The Birds were on a winning streak, but as Jalen Hurts would say, “the job isn't finished.” We needed to harness the unmatched energy from the fans and help them stay “close” to the locker room — even with the team on the road for the playoffs. By closely listening to the locker room pep talks and picking up key quotes from Sirianni and Hurts, we developed two 360 creative directions that brought to life the team's grit and spirit. Select creative tactics from the "Get Nasty" direction enhanced the larger campaigns for succeeding playoffs.