Every May, most teams of the National Football League release a "Schedule Release Video", a non-narrative goofy video that reveals the upcoming season's game schedule. The day these videos are released is the biggest ticket sales day on the calendar. The goals include drumming up excitement for the season, boosting ticket sales, engaging with current fans and making new ones, building branding, and garnering internet buzz. Since the Jacksonville Jaguars have historically been one of the smaller markets in the league, the goal was to do all of this, but also make a big splash, stand out from the pack, and make a video bold/big enough to reflect the new momentum the team had finally been making on the field and the new attention the team was receiving after drafting star quarterback Trevor Lawrence. 

The seed of the creative idea was a long standing conspiracy theory among die-hard NFL fans that the NFL is "scripted". Asher expanded upon and satirized this theory, asking "if this theory is true, what must also be true? How can we build upon this inside joke and take big, comic swings?" And thus, world-class athletes and coaches became actors playing characters whose fates were controlled by a writers' room. 

The Jacksonville Jaguars have always been a small market team in the NFL and suffered years of failure on and off the field. In 2022, their sudden momentum and newfound success shocked the football world and thrust the team into the limelight. The Jaguars were suddenly the cool, new kids on the block. That new brand perception was amplified by and reflected in this high-concept video.

It's been a tough two decades to be a Jacksonville Jaguar or a fan of. Few NFL teams have consistently ranked as low. However, in 2021, hope bloomed when the Jaguars drafted generational talent and college superstar, quarterback Trevor Lawrence. And in 2022, hope blossomed when they hired Super Bowl-winning coach Doug Pederson. For the first time in twenty years, things started to really turn around. The Jacksonville Jaguars had a miraculous 2022 season, and gained momentum on the field and built a lot of buzz. The 2023 Jacksonville Jaguars Schedule Release video capitalized on this unique moment in time where there was renewed interest in and attention on the franchise. The strategy was to go big and bold with this video to reflect the team's new standing, garner more attention, and create more fans.

Directing this project was a demanding and challenging job. The director served not only as the director, but also as the writer, lead actor, and primary producer. Because the other performers in the piece were non-actors and new to comedy, the director had to assess each performer's natural skill level and cater the story/dialogue to their strengths, while also making them to feel comfortable enough to reveal their inner clown. Additionally, no one on the crew had worked on a narrative or comedic project before. So, along with directing, writing, producing, and starring in the piece, the director also did a fair amount of teaching. Finally, the director coordinated and guided every aspect of the post-production process. 

The impact of the film was astronomical. The 7.2 million views showed an 8862% increase in viewership metrics from the previous year’s edition which garnered 79k (source: Blinkfire). In the week following the release of the film, the Jaguars Index (brand health) jumped from 21st (of 32 in the NFL) to 6th and "brand reputation” in the NFL (“would you be proud for work for this organization”) leapt from 24th (again, of 32) to 3rd. After the release, the Jaguars were #1 in the league in "Buzz" (Source: YouGovBrandIndex). Additionally, ticket sales soared.

However, perhaps the greatest marker of the film's success is that it became a trendsetter in the sports world. In the months following the release, the NFL built their fall 2023 promotional campaign on the same concept. That winter, the Association of Tennis Professionals followed suit.