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Pepsi - Rookie Of The Year

We all know “that guy”. 

The fan always trying to convince you their team or player is the best, no matter what the record or stats say. No family BBQ, local pub or coffee shop is complete without them. 

Our friends at One Team Partners tasked us to collaborate with Pepsi to market their NFL Rookie of the Year award using “that guy” as inspiration.

So naturally we brought the character to life, multiplied it by 6 and crammed them into an undersized restaurant booth to duke it out. 

In a matter of three 3 weeks we scripted, casted, location scouted, crewed, had an essential pre light, wrapped an epic day of production, edited, and developed an original score. 

1 million views and a few Sauce Gardner jokes later the piece went live on Pepsi’s social accounts. 

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  • 6
    Super Fans
  • 1
    Iconic Sports Pub
  • 1
    Rookie of the Year
  • 1+
    Million Views
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Shadow Lion is a new generation of storytellers and strategists – a creative studio defined by hustle, emotion, and trust.

We started as a creative and production arm to support our co-founder, Tom Brady, and his brand partners. Then, we started doing the same for other athletes, influencers, brands and agencies. Then, original podcasts, documentaries, and other original series.

We do it all with our in-house production team, enabling us to turn our and our clients’ ideas into reality with speed, scale and a consistently high level of quality and care.


We are a creative studio. We live at the intersection of strategy, production and post.

  • Agency

    • Creative Strategy & Ideation
    • Competitive & Cultural Insights
    • Creator Studios & Influencer Marketing
    • Branded Content Development
    • Partnerships
    • Product Launches
    • Fan Experiences
    • Community Management
    • Monitoring & Reporting
  • Originals

    • Long & Short-Form Episodic Series
    • Documentaries
    • Podcasts & Vodcasts
    • Concept Development
  • Productions

    • À La Carte Production From Pre to Post
    • Video
    • Audio
    • Graphic Design
    • VFX
    • Animation
    • Finishing

Our Clients

  • NFL company logo
  • Amazon company logo
  • Pepsi company logo
  • VISA company logo
  • Fox Sports company logo
  • Peacock company logo
  • Hertz company logo
  • Under Armour company logo
  • Frito Lay company logo
  • Fanatics company logo
  • Aston Martin company logo
  • Hasbro company logo
  • Bounty company logo
  • IWC SCHAFFHAUSEN company logo
  • Meta company logo
  • Michelob Ultra company logo
  •  EA Sports company logo
  • Molson Coors company logo
  • TB12 company logo
  • Autograph company logo