Thursday Night Football on Prime // 25/26 Season
For the 2025/26 NFL season, my role on Amazon Prime’s Thursday Night Football expanded from designer to Creative Director, leading a team of 15+ designers responsible for delivering the campaign’s creative across the entire season.
Working within the fast-moving rhythm of the NFL calendar, I oversaw the development and execution of more than 1,200+ creative deliverables spanning weekly matchups, marquee moments, team and player storylines, and season-long campaign needs. The challenge was not only producing work at scale, but ensuring every piece felt cohesive, elevated, and unmistakably Thursday Night Football—often within extremely tight weekly turnarounds.
As Creative Director, I established the creative direction, guided designers through concepting and execution, reviewed work, and helped build a system that allowed the team to move quickly without sacrificing craft. Alongside leading the team, I remained deeply involved in the work myself, personally designing hundreds of assets throughout the season.
Our First step was to update and expand TNF’s templated creative system, creating a stronger foundation for the season ahead. The goal was to preserve the core elements of the brand while finding creative and fresh ways to evolve the look and feel.
2025 Editorial Templates
The result was our most ambitious TNF season to date: a body of work created by a 15-person design team, encompassing 1,000+ deliverables and bringing a consistent creative vision to one of the NFL’s biggest weekly stages.
Weekly Elevated Creative
Our largest portion of the TNF season came in the form of elevated creative. Each week the team was responsible for up to 8 elevated pieces - starting with ideation and seeing it through till posting. Each of these graphics operated on a 1-2 day turn around time and kept us moving quickly throughout the season.
In addition to our weekly elevated creative I created a weekly illustration piece that kicked off our weekly creative posting schedule. The concept was to tap into nostalgia of the NFL stadiums by relating back to a postcard style. Each week we featured the home teams stadium in a stylized and illustrated setting. Working quickly was key here with most of these requiring a V1 same day and final approval within the week.
Poster Illustrations
Once the regular season ended the work for TNF continued into covering aspects of the post-season. This included us also covering our Prime Exclusive game to kickoff the post season run. While driving hype and engagement to TNF’s coverage was priority number 1 we also remained relevant to other parts of the game like clinch graphics and advancement pieces.
Post Season Graphics
Clinched & Moving On Graphics
In order for the account to stay relevant even after our coverage ends it was important to highlight the successes of each team through clinched and moving on graphics.
The final piece of our season culminated with the Super Bowl. We covered the big game in two ways - through elevated creative and live graphics. These graphics needed to feel larger than life highlighting the entire seasons worth of work and effort each team spent to get here.
Super Bowl 2025/26
The Full Case Study
Read the full case study and see the entire creative suite by clicking to download below!
Credits
Creative Director: Connor O’Neal
Designers: Cody Carnes, Cole Miller, John Grady, Kaycee Garcia, Michael King, Reggie Christmas, Annie Buckles, Connor O’Neal
Social Lead: Tyler Fiedler
Social Team: Hannah McCreight, Will Insul, Madison Goff