The most diehard college football fans build literal shrines to their teams, filled with all sorts of memorabilia, mementos and other collectibles. Our creative concept celebrates these fans and positions the Samsung Neo QLED TV as the ultimate centerpiece for every shrine to enhance the game-day viewing experience.

As our overall campaign strategy was to deliver creative specific to each team’s fanbase, we needed to achieve scalability in production. So we’d shoot a spot featuring one specific team, redress the set and populate it with another team’s colors, memorabilia and collectibles, and then shoot it again. This process was repeated twenty times to produce over 125 pieces of creative content for CTV, programmatic banners and videos, and social posts.