2024 New England Patriots Schedule Release | Good Jules Hunting
The 7th Annual Awards
- Best Short-Form Video
ABOUT THIS ENTRY
Our 2024 schedule release video, Good Jules Hunting, featured recognizable Patriots alumni Julian Edelman and Rob Gronkowski in a clever parody of Good Will Hunting, the Boston-based, 1997 film which won an Academy Award for best original screenplay. The video earned widespread praise, ranking in the top 5 on most rankings across the sports media landscape.
How does this represent "Excellence in Engagement"?
We were particularly proud of how faithful we were to the original movie, Good Will Hunting, and placed high importance on getting many of the details and references correct. It was meant to be a movie trailer and so it needed to look and feel like one. We felt that an accurate and clever parody would enhance viewer engagement and increase virality. This proved to be true, as many comments about the video praised how each iconic movie scene and line related well to Patriots history and lore.
Objective
The NFL began a tradition of releasing schedule release videos in 2018. The idea was to create fun, engaging, and often humorous videos to build anticipation and excitement among fans for the upcoming season. Teams began putting their own creative spin on these videos over the years, ranging from pop culture parodies and social media trends to high-production skits featuring players, mascots, and celebrities.
The goal for the Patriots 2024 Schedule Release was to create a viral video that engaged the NFL audience as a whole that displayed the Patriots 2024-25 season schedule.
Strategy & Execution
Our team made the distinction early on that we wanted to target a national audience, as opposed to just our regional or local audience. With that in mind, we knew we had to conceive a story that featured (1) household names and (2) recognizable references.
We landed on a concept that featured recognizable stars Julian Edelman and Rob Gronkowski in a parody of Good Will Hunting. We decided that a movie trailer script would work best in order weave schedule related jokes into the movie’s most recognizable scenes.
With this concept, we eliminated the potential of having too similar of an idea to any other teams, which was happened in years past with other NFL clubs. Parodying a classic Boston film that was critically acclaimed both honored our New England roots while not alienating audiences outside of our fan base.
Organizations
- New England Patriots
Links
Featured
- Robert Kraft
- Julian Edelman
- Rob Gronkowski
- Ernie Adams
- Jerod Mayo
Credits
Junhee Chung
Senior Video Producer and Editor (Director, Co-Writer)
New England Patriots
Veronica Behonick
Social Media Manager (Art Director)
New England Patriots
Eric Adler
Photographer/Editor (BTS Photographer)
New England Patriots
Saylor Murphy
Social Content Creator (BTS Social)
New England Patriots
Matisse Baumann
Content Operations Manager (Production)
New England Patriots
Hollie Mendillo
Production Coordinator (Production)
New England Patriots
Julieann Challacombe
Digital Services Coordinator (Art PA)
New England Patriots
Chris Cassidy
Digital and Social Media Coordinator (PA)
New England Patriots
Kristen Miquel
Senior Analyst, Digital & Social (PA)
New England Patriots
Tamara Brown
Content Producer and Host (PA + Talent)
New England Patriots
Casey Ellms
Digital Content Creator (PA)
New England Patriots
Dillon Citarella
Graphic Designer (PA, Graphics)
New England Patriots
Evan Lazar
Senior Reporter - Football (Talent)
New England Patriots
Fred Kirsch
VP of Content (Executive Producer)
New England Patriots
Ashok Moore
Senior Director - Digital/Social Content & Strategy (Executive Producer)
New England Patriots
Michael Dussault
Content Manager (Producer)
New England Patriots
Michael Runde
Video Producer (Editor)
New England Patriots
Bradley Amus
Senior Video Producer (Drone Pilot, Compositor)
New England Patriots
Jeremy Ramirez
Director of Photography
Derek Emanuel
1st Assistant Director
Jake Davidson
1st Assistant Camera
Ja'Najia Walker-Holliman
2nd Assistant Camera
Leo Epstein
Sound
Ruben Alves
Gaffer
Tony Ventura
Key Grip
Chris DelSesto
Electrician
Dustin Howard
Grip
Josh Nam
Key PA
Alexandra Francisco
Writer - Lifestyle (Co-Writer, Screenplay)
New England Patriots
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
