In 2020, Subway became the Official Sandwich of the NFL. To launch it, we got the most NFL person alive — Bill Belichick, in his first commercial appearance ever.

Getting Belichick on camera during COVID protocols, in a single day, and walking away with two TV spots, nine social shorts, OLV, a custom GIF library, and a Snapchat filter is either a miracle of production or a testament to what the right idea can make possible.

We didn't even need to edit the footage before the internet found it. Behind-the-scenes images lit up Twitter immediately. Boston sports radio dedicated thirty uninterrupted minutes to speculating what Bill was up to. The campaign had gone viral before it existed.

The work leaned into exactly what makes Belichick compelling — the gruff, unvarnished certainty of a man with eight Super Bowl rings who has never once said more than necessary. And almost always makes the right call (except when it comes to girlfriends).

So we put the better call in a ball. The Magic 8 Bill — a custom Magic 8 Ball dispensing Bill's signature blunt wisdom on everything from football to lunch — sold out within hours. We also built a library of Beligifs: Bill's gruff advice in GIF form for every moment in life that requires a better call.

It was a one-day shoot that became a week-long cultural conversation.