Every year, NFL franchise’s churn out goofy non-narrative videos to announce their team’s season schedule. In 2023, the Jacksonville Jaguars elevated their schedule release video from clickbait fodder into a full-blown Hollywood production. By bringing in writer/director Asher Grodman (CBS's Ghosts) and committing to a concept about film craft, their video was not just a gift to football fans, it was a love letter to cinema. Additionally, it was released as the WGA and SAG were fighting for the future of their industry. With national attention on the business of entertainment, the Jaguars celebrated the craft that goes into entertainment.

Conspiracy theories that the "NFL is scripted” have spread like wildfire through the football community for years. With the 2023 Schedule Release video, Asher Grodman and the Jacksonville Jaguars found a unique opportunity to capitalize on this theory, building their brand and their audience.

Traditionally, schedule release videos (goofy non-narrative videos released by NFL teams to announce game schedules) are really just for football fans. The center of the joke of the 2023 Schedule Release video is the juxtaposition of the football and performing arts communities. So, the Jacksonville Jaguars had a much larger wealth of cultural, national, and regional nuances to draw from and poke fun of than they normally would have. From broader references like Rodgers and Hammerstein's Oklahoma and Trevor Lawrence's famous blonde locks, to more easter-egg-style inside jokes like Urban Meyer's infamous flight protocol break and The Mayor of Munchkin City, the "NFL is scripted" concept proved to be a comic gold mine that was inclusive for fans of sports, the arts, and both. 

Additionally, since the style of the film is a behind-the-scenes featurette, audiences were granted unprecedented access to the organization. This has truly never been done before. And since everyone in the building was so eager to be a part of the process, from Jaguars owner Shad Khan to celebrity quarterback Trevor Lawrence, fans got to see a new, more intimate side to of these normally elusive heroes.

“It’s not about winning, it’s about putting on a show.”

The Jacksonville Jaguars 2023 Schedule Release video is a mini mockumentary that finally reveals the “truth” behind the National Football League: that just like your favorite TV shows, the fate of your favorite team is predetermined by a writers' room. Come behind the scenes with "head-writer" Asher Grodman as he “storyboards and writes the script” the 2023 Jaguars season. Join quarterback Trevor Lawrence and his “cast mates” as they prepare to "perform" in front of a "live studio audience" every Sunday. Step inside the offices of the Jacksonville Jaguars and see how the NFL, the most-watched television show in America, truly gets made. 

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. 

Jacksonville Jaguars 2023 Schedule Release

written and directed by Asher Grodman

(for full and formatted script, see media uploads)

MONTAGE: Music swells over highlights from the Jaguars miraculous 2023 season: epic, unpredictable plays in slow motion, celebrations, post-game interviews, etc.

ANALYIST V/O

I'm not a conspiracy theorist, but this is blatant.

TREVOR LAWRENCE

(interview clip)

You couldn't write a crazier script.

ANALYIST V/O

Week one, you'll do this. Week two, you're gonna have a hamstring injury. This referee is gonna miss this call.

FRANK FRANGIE V/O

What an incredible season! You couldn't write this stuff!

SMASH CUT:

EXT. EVERBANK STADIUM.

ASHER

Actually...I did.

Reveal ASHER GRODMAN (head of the "Jaguars Writers' Room"). He is mid-interview, sitting alone in the empty stadium.

ASHER (CONT.)

I'm Asher Grodman, head writer for the Jacksonville Jaguars.

CHYRON: ASHER GRODMAN, HEAD WRITER, SEASON 28-PRESENT.

INT. JACKSONVILLE JAGUARS FRONT OFFICE. RIGHT AFTER.

ASHER walks through the office door, passing the Jaguars logo, and continues down the hall while greeting people/commending them on good work. Just a regular day at the office.

ASHER (V/0)

As many of you know by now, the NFL is scripted.

INT. INTERVIEW ROOM. RIGHT AFTER.

Interview continues. ASHER addresses the camera "Office style".

ASHER

Last year was my first year with the team. The previous guy was going for more of a comedy angle, but the joke didn't fly...with the team

(direct to camera)

...literally.

As Asher speaks, toggle back and forth between direct address and V/O over establishing clips of the "Jaguars Writers' Room" at work, meetings with players, and games, etc.

ASHER (CONT.)

Just like your favorite TV shows, every NFL team has a 'Writers' Room' that comes up with the scripts for games. We call them 'episodes.' They're like little plays...football plays. Then we release the script, the actors rehearse all week and we perform on the weekend. And, yea, lots of people think it's real. Which is great! Means we're doing our job.

(beat)

Remember last year's Ravens game?

SMASH CUT TO:

INT. JAGUARS WRITERS ROOM. FLASHBACK.

CHYRON: 2022 SEASON BEHIND THE SCENES.

Flashback: Asher is pitching his idea for the Jaguars vs Ravens Game episode.

ASHER

What if we do this: it's a classic comeback. Two minutes left on the clock. You're down by seven.

Intercut with film grain clips of the actual Jaguars vs Ravens game. As he speaks, his pitch comes to life via the real game footage, proving that the NFL is scripted.

ASHER (CONT.)

We drive. Over the shoulder touchdown pass. Two-point conversion. But-

The film grain footage literally pauses as Asher does. He's working out the end of the episode...

ASHER

-we leave 10 seconds left on the clock for Justin Tucker to walk out there and miss a field goal!

The real game footage plays revealing that Justin Tucker did indeed walk out there and miss a field goal! The flashback ends.

INT. INTERVIEW ROOM. RIGHT AFTER.

ASHER

And the Cowboys game?

INT. JAGUARS WRITERS ROOM. FLASHBACK.

Flashback: Asher is on the phone, pitching his idea for the Jaguars vs Cowboys Game to Cowboys owner Jerry Jones. The rest of writers room listens in. As Asher talks, once again, intercut with film grain footage of the actual game.

ASHER

Hey Jerry, so we finished our script. We're gonna end the game on an overtime pick six, but we need Dak to hit Noah Brown in the helmet so the ball ricochets off into our guy's hands. Can he make that throw?

As Asher waits for a response, the film grain footage literally pauses, ball mid-air. Asher listens...

ASHER (CONT.)

(relaying Jerry's response to his writers)

No.

(back to Jerry)

We could CGI it!?

The film grain footage continues as Asher's pitch becomes reality. The ball indeed ricochets off into our guy's hands. Sounds like someone paid for that CGI. The flashback ends.

EXT. EVERBANK STADIUM. RIGHT AFTER.

Asher's interview continues.

ASHER

Last year, the Jags had 5 games that are considered the most epic in team history! You know what we call that? Good Writing!

INT. JAGUARS OWNER'S OFFICE.

SHAD KHAN (owner of the Jaguars) sits at his desk for an interview.

CHYRON: SHAD KHAN OWNER OF JACKSONVILLE JAGUARS STUDIO, SEASON 18 - PRESENT.

SHAD KHAN

Everyone wants the Lombardi, but Emmy? That's the true prize! It's heavier!

INT. INTERVIEW ROOM. RIGHT AFTER.

ASHER

Of course, now we have to top it. Seventeen new electrifying episodes of television. Or what you call, games.

INT. JAGUARS WRITERS' ROOM. RIGHT AFTER.

The writers sit at the table. They're hard at work.

ASHER

Ok, blue sky, no bad ideas.

WRITER A

Ok, what about, we're in London and after the game. Etienne loses his passport. He can't come back into the states, so he fully lives in London, for like a month. Finally comes back to Jacksonville with an unrecognizable thick British accent.

(English accent)

Hallo everybody, did you miss me? Beans and toast!

The rest of the writers are underwhelmed.

INT. JAGUARS WRITERS ROOM. LATE EVENING.

Time has passed, no progress has been made.

ASHER

Green Bay locked Aaron Rodgers in a dark room for a month! Let's get creative!

EXT. EVERBANK STADIUM. LATER.

The interview continues...

ASHER

But if you think it's hard on the writers, think about the actors playing the players. You spend years becoming a fine tuned athlete in college, only to get drafted, and have to learn how to act!

INT. TEAM MEETING ROOM.

Asher addresses the team with a PowerPoint presentation behind him.

ASHER

IT'S NOT ABOUT WINNING. IT'S ABOUT PUTTING ON A SHOW!

The players take notes.

ASHER

Football is easy. Acting is hard.

More notes are taken.

ASHER

It's not a threat but, anybody can be written out.

The players shudder in fear.

INT. PRACTICE FIELD.

TYSON CAMPBELL (Jaguars Cornerback) argues with Asher.

CHYRON: TYSON CAMPBELL, PLAYS "TYSON CAMPBELL", SEASONS 27 - PRESENT.

TYSON CAMPBELL

But you drafted me to -

ASHER

- I cast you! Don't say "drafted". Football may have gotten you here, but acting will keep you here.

INT. INTERVIEW ROOM. LATER.

The interview continues...

ASHER

There is no more difficult transition than going from playing football in college to pretending to play football in the NFL.

INT. PRACTICE FIELD.

Asher talks with RAYSHAWN JENKINS (Jaguars Safety).

CHYRON: RAYSHAWN JENKINS, PLAYS "RAYSHAWN JENKINS", SEASON 27 - PRESENT.

RAYSHAWN JENKINS

I came here to play football!

ASHER

Hey! There's no "I" in team. And theater is a team sport.

Reveal ANDRE CISCO (Jaguars Safety), teacher's pet.

ANDRE CISCO

And there's no I in Theater!

CHYRON: ANDRE CISCO, PLAYS "ANDRE CISCO", SEASON 27-PRESENT.

ASHER

See? He gets it!

RAYSHAWN JENKINS

(yells)

But I'm a football player!!

ASHER

(re: Rayshawn's rage)

That's good! Stay in character!

EXT. EVERBANK STADIUM FIELD.

Asher approaches a contemplative ZAY JONES (Jaguars wide receiver).

CHYRON: ZAY JONES, PLAYS "ZAY JONES", SEASONS 28 - PRESENT

ASHER

Hey Zay, you ok?

ZAY JONES

I'm trying to figure out... If I'm playing "Zay Jones" then... who am I?

(pulls at a blade of grass)

I don't even know anymore.

INT. INTERVIEW ROOM.

The interview continues...

ASHER

Trevor had a very hard time with the transition.

INT. OFFICE HALLWAY.

Asher talks privately with TREVOR LAWRENCE (Jaguars Quarterback).

CHYRON: TREVOR LAWRENCE, PLAYS "TREVOR LAWRENCE", SEASON 27 - PRESENT.

ASHER

Yes, you're actually Trevor Lawrence, but now that you're in the NFL, you're an actor named Trevor Lawrence playing a character that I'm writing... called "Trevor Lawrence". Couldn't be clearer!

Trevor brushes his hair back in frustration.

EXT. EVERBANK STADIUM FIELD.

Reveal Trevor standing dramatically on the sideline of the field. His signature golden locks dangle over his name on the back of his jersey.

ASHER (V/0)

But if Trevor doesn't play ball, I just bring in his stunt double.

"Trevor" turns around and removes his helmet to reveal it's DEWEY WINGARD (Jaguars backup Safety). They have the same haircut.

DEWEY WINGARD

Hi, I'm Trevor Lawrence...'s stunt double.

CHYRON: DEWEY WINGARD, PLAYS "TREVOR LAWRENCE"/"DEWEY WINGARD", SEASON 25 - PRESENT.

ASHER (V/0)

On television, no one can tell the difference.

INT. INTERVIEW ROOM.

Dewey shows off which of "Trevor's" plays from the 2022 season were actually Dewey.

DEWEY WINGARD

That was me. And that was me.

"Trevor" makes an epic throw.

DEWEY WINGARD

That was me too!

INT. PRACTICE FIELD.

ASHER (V/0)

To help them develop their characters, we're constantly working with the guys.

Asher leads the players through a series of acting exercises.

ASHER (V/O)

Vocal warm ups. Physical theater. Improvisation exercises.

The players eagerly follow his every command.

ASHER

Connect to your inner Jaguar.

The players... act like cats.

ASHER (V/0)

Even history!

Asher approaches a confused FOYE OLUOKUN (Jaguars Linebacker)

CHYRON: FOYE OLUOKUN, PLAYS "FOYE OLUOKUN", SEASON 28 - PRESENT.

ASHER

You know what they called an actor back in Shakespeare's day? A player!

FOYE OLUOKUN

(makes sense)

Woah!!

ASHER (V/0)

Sometimes, these guys just need encouragement.

EXT. EVERBANK STADIUM FIELD.

Asher continues to sit with Zay Jones who's in the midst of his existential crisis.

ASHER

It means a lot to me to be able to work with you. That's why I gave you the 4th and 2 against the Colts.

ZAY JONES

(touched)

You gave me the overtime catch...

ASHER

And the two-point conversion-

ASHER

-against the Ravens!

ZAY JONES

-against the Ravens!

They embrace!

ASHER

You're my guy, but don't tell anyone!

ZAY JONES

I won't.

ASHER

I'm not supposed to have favorites.

ZAY JONES

Yea, the guys get super insecure.

ASHER

(scoffs)

Actors!

INT. OFFICE HALLWAY. LATER.

Asher continues his chat with Trevor Lawrence.

ASHER

Ok, let's rehearse some reactions.

Trevor, not one for words, nods in agreement.

ASHER

Hail Mary! You throw the ball 60 years down the field. Kirk has it... no he drops it... no HE HAS IT! TOUCHDOWN!

Trevor shrugs.

ASHER

That's kind of subtle, Trev.

INT. PRACTICE FIELD.

Asher leads the players through a rehearsal.

ASHER

Before we take a break, let's review some blocking.

Suddenly, JAMAL AGNEW (Jaguars Wide Reciever/Kick Return) blocks and shoves Tyson Campbell. The players react and pull them apart.

ANDRE/RAYSHAWN/ZAY

Woah/Chill out dude/Agnew!

Asher grabs Jamal and puts him on his mark.

ASHER

Agnew! It's blocking rehearsal! Hit your mark!

CHYRON: JAMAL AGNEW, PLAYS "JAMAL AGNEW", SEASON 27-PRESENT.

Tyson is doubled over in pain.

ASHER (CONT.)

(alarmed)

Tyson, are you alright?

A tense moment. The team swarms over him, concerned. Suddenly, Tyson pops up, pleased with himself.

TYSON CAMPBELL

Yeah, I was just acting.

Round of applause from everyone.

INT. INTERVIEW ROOM.

The interview continues.

ASHER

Every leg cramp is rehearsed. Every touchdown dance is choreographed. Every drop of sweat is something we create.

EXT. EVERBANK STADIUM FIELD.

Asher, script in hand, addresses RILEY PATTERSON (Jaguars kicker).

CHYRON: RILEY PATTERSON, PLAYS "RILEY PATTERSON", SEASON 28 - PRESENT.

ASHER

You line up for a 51 yard field goal, bounce it off the left upright, catch it, and run it in for a touchdown.

INT. INTERVIEW ROOM.

ASHER

To help new cast members, we try to encourage veteran actors who've been written off the show to stay in Jacksonville so they can mentor the next generation.

INT. INTERVIEW ROOM.

Reveal TONY BOSELLI (Hall of Famer, former Jaguars Left Tackle) who is being interviewed.

CHYRON: TONY BOSELLI, PLAYED "TONY BOSELLI", SEASONS 1-7

TONY BOSELLI

After getting written off the show, it was a real struggle. But then I discovered the community theater scene. This year, we're doing the Wizard of Oz!

(proudly)

I'm playing the Mayor of Munchkin City.

INT. INTERVIEW ROOM.

ASHER

But the best actor in team history? There's no question.

CUT TO:

Archival footage of "BIG" JOHN HENDERSON in his uniform, yelling at a Jaguars assistant to slap him hard across the face. This is John's famous pregame warm up.

"BIG" JOHN HENDERSON

C'mon Joe! That isn't good enough. Hit me harder!!

ASHER (V/0)

He was a true Method Actor.

INT. INTERVIEW ROOM.

Reveal BIG JOHN HENDERSON (former Jaguars Defensive Tackle) who's being interviewed.

CHYRON: "BIG" JOHN HENDERSON PLAYED, "'BIG' JOHN HENDERSON", SEASONS 8-17.

"BIG" JOHN HENDERSON

(ranking)

It's Brando, Daniel-Day Lewis, and "Big John"!

ASHER (V/0)

The coaches are actors too.

INT. INTERVIEW ROOM.

Reveal DOUG PEDERSON (Jaguars Head Coach) who's being interviewed.

DOUG PEDERSON

So "Doug Pederson" is my stage name. My real name is "Pug Dederson".

CHYRON: PUG DEDERSON, PLAYS "DOUG PEDERSON", SEASON 28-PRESENT.

DOUG PEDERSON (CONT.)

I got started in regional theater. My big break was playing Mercutio at the La Jolla Playhouse.

Insert posters and pictures of a young Pug Dederson singing as Curly in Oklahoma! and swashbuckling as Mercutio in Romeo and Juliet.

DOUG PEDERSON

I had never been to a football game before I was cast as a player, and that was mostly as an understudy.

Insert photo of Doug as an NFL quarterback, looking terrified.

ASHER (V/0)

Everyone is in on it. From ownership on down.

INT. JAGUARS OWNER'S OFFICE.

Shad continues his interview.

SHAD KHAN

Hair and makeup came up with the mustache. I didn't see it, but the test audience LOVED it.

(he pauses)

It's itchy though.

INT. INTERVIEW ROOM.

FRANK FRANGIE (Jaguars game announcer) is being interviewed.

FRANK FRANGIE

The hardest part isn't calling the games. It's making it sound spontaneous. Like I don't know what's going to happen next.

INT. INTERVIEW ROOM.

JOHN OEHSER (Jaguars Senior Reporter) is being interviewed.

JOHN OEHSER

I write all the articles in August. Then I nap until December.

ASHER (V/0)

Not only in the NFL scripted, but the writers are the top of the food chain. Players aren't even allowed in the Writers' Room.

INT. JAGUARS WRITERS ROOM.

Trevor Lawrence stands in the doorway of the Writers' Room. Asher slams the door in his face.

ASHER (V/0)

Well, there are two very special exceptions.

INT. INTERVIEW ROOM.

Reveal ROSS MATISCIK (Jaguars long snapper) and LOGAN COOKE (Jaguars punter).

ROSS MATISCIK & LOGAN COOKE

Special Teams!

CHYRON: ROSS MATISCIK, PLAYS "ROSS MATISCIK", SEASONS 26-PRESENT.

CHYRON: LOGAN COOKE, PLAYS "LOGAN COOKE" SEASONS 24-PRESENT.

ASHER (V/0)

Because they're not actually players. They're writers who we cast in these small roles like punter and long snapper because those are skills most people can learn overnight.

INT. JAGUARS WRITERS ROOM.

We reveal that Ross Matiscik and Logan Cooke have been in the Writers' Room the whole time.

LOGAN COOKE

So you snap it to me, then I run outside...

ROSS MATISCIK

Pitch is back to me, I make two guys miss, run downfield, reverse back to you

LOGAN COOKE

Then I'm gonna run 10-20 yards, throw it back across the field to you.

ROSS MATISCIK

Then I score.

ASHER

Great, well... that's one idea, let's open it up to the floor.

ROSS MATISCIK

(to Asher)

Well, you wanna write it down?

Asher does not want to write it down.

ASHER

(pointing to his head)

That's ok, I got it up here.

JOSH SCOBEE (former Jaguars Kicker, current Jaguars writer) makes a pitch.

JOSH SCOBEE

Ok... it's 33-33 with 4 seconds left. The Jaguars line up for a game-winning field goal. The snap, the kick, the power goes out... screen goes black!

WRITER A

Isn't that The Sopranos ending?

JOSH SCOBEE

Never seen it.

ASHER

No stealing endings guys!

The room reacts, heads in hands.

ASHER (V/0)

It takes a lot of ideas to come up with a whole season of football, so we're constantly taking pitches from the whole organization.

INT. JAGUARS WRITERS ROOM.

Reveal JAXON DE VILLE (Jaguars Mascot) who gestures silently, but passionately as he pitches an idea. His hips gyrate suggestively. Eyes roll.

ASHER

Come on! It's a family show, man!

EXT. EVERBANK STADIUM FIELD.

The football field is covered in paper. Asher prowls the sea of pages looking for inspiration.

ASHER (V/0)

But at the end of the day, the NFL is a writer's medium.

Suddenly, he zeroes in on one page. A lightbulb goes off. Music builds.

ASHER (V/O) (CONT.)

It's always the writers who discover that one great idea that cracks the whole season open.

Asher excitedly picks up the sheet of paper and sprints across the field, back to:

INT. JAGUARS WRITERS' ROOM.

The writers relish the new idea and excitedly begin to draft the season. Creative momentum builds. Ideas are flowing.

ASHER (V/O) (CONT.)

We passionate professionals with pencils who truly carry the proverbial ball to the creative end zone and kick it through the inspirational uprights.

The music stops abruptly as Trevor interrupts.

TREVOR LAWRENCE

Hey, I actually wrote a season script on my own and Shad loves it. So, I guess you guys are all fired? Thanks!

Trevor exits, leaving the Writers' Room dumbfounded.

Reveal the 2023 Schedule AKA Trevor's Script.

Roll Credits.