P&G Battle of the Paddles

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P&G Battle of the Paddles
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Live Sports Production With NFL Athletes and No Rehearsal Time

As the NFL ramped up to Super Bowl LVII, P&G’s heavy hitters: Gillette, Head & Shoulders, Old Spice, and Tide decided to make noise off-field. The result was the debut of P&G Battle of the Paddles, a live branded sports tournament streamed on Twitch. Eight top NFL athletes. Bragging rights on the line. We partnered with Twitch to design the tournament format and handled the full broadcast graphics package and live rundown. Fast timelines. Big personalities. Live broadcast pressure. Exactly our kind of game.
client
Twitch
location
Phoenix
days of production
1
TOTAL # OF TABLE TENNIS BALLS
360
MISSION

A Smarter Approach to Super Bowl Experiential Marketing

If you’ve ever been to the Super Bowl, you already know the truth: brand activations are everywhere. It’s easily the most crowded experiential marketing environment in sports. Wall-to-wall booths. Louder-than-loud stunts. Everyone fighting for the same slice of attention.

To stand out in the Super Bowl brand activation arms race, P&G had to play it smarter than Sheldon Cooper at trivia night. Instead of only chasing jersey-clad NFL diehards, they widened the lens. Yes, football fans mattered. But so did the “I’m just here for the snacks” crowd. Casual viewers. Culture surfers. People who might never step into a fan zone, but will absolutely stop scrolling for something genuinely entertaining.

That shift in strategy turned a typical Super Bowl livestream into something broader, more inclusive, and far harder to ignore.

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8

ACTIVE NFL PLAYERS

62

MPH - HIGHEST RECORDED BALL SPEED

Floor Management & Live Tournament Operations

When rehearsal time with talent is tight. Or in this case, non-existent. On-site leadership stops being a nice-to-have and becomes the whole game. In live sports and branded event production, that’s where things are either saved or sunk.

Yes, the Producer and Director are the wizards behind the curtain. But the floor managers are the ones in the ring, baton in hand, keeping the circus moving. Especially during a live sports broadcast with NFL athletes, when timing is fluid and the plan changes in real time.

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For Battle of the Paddles, our floor management team did far more than play traffic cop. They ran tournament operations on site, tracked progression through a double-elimination format, and made sure the right players were in the right place at the right moment as the competition evolved live. No rehearsals. No safety net. Just execution.

That’s the difference between a live event that survives and one that actually works

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With the only pre-event asset being a mock-up of the logo, we were tasked with creating an entire Broadcast graphics package in under 3 weeks. This is exactly the kind of challenge that gets us up in the AM

Fun facts

The NFL Players took the tournament incredibly seriously. Bragging rights are a real motivator.
We offset 4570 tons of Carbon on the project (like every project we do)
In addition to the main stream, we were also responsible for delivering 97 post-event assets

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