This is the first year of YouTube being the sole distributor of NFL Sunday Ticket to consumers, so there were still a lot of people we needed to share this news with. We came up with a big ticket idea stuffed with well-known NFL players to grab headlines and significantly increase awareness among football fans about Sunday Ticket's new home.

For the director, it was important that everything had a cinematic and poetic quality, like a a serious nature documentary. To have understated, observational shots and POVs to give the sense of being authentically in the moment with our Birdwatcher, mixed with more powerful gliding shots alongside the Birdmen, immersed in their flight as they soar over lakes and forests.