Los Angeles Chargers Schedule Release
The 7th Annual Awards
- Best Original Film or Series: Short-Form
ABOUT THIS ENTRY
The Chargers have set the gold standard for NFL Schedule Release content, consistently raising the bar with viral, culture-shaping videos. For 2024, they redefined the game once again by bringing the NFL into The Sims, crafting an intricately detailed, nostalgia-fueled masterpiece packed with hidden references, deep world-building, and crossover appeal that captivated both football fans and pop culture audiences alike.
How does this represent "Excellence in Engagement"?
The 2024 Chargers Schedule Release video wasn’t just about dropping a schedule—it was about creating a moment fans wanted to be part of. By using The Sims, we tapped into a whole new audience beyond football sparking conversations among gamers, pop culture enthusiasts, and more. It became the #1 schedule release video in the NFL, the #1 trending topic on X, and saw massive growth on Instagram and TikTok.
But what really set this apart was how engaged fans were. Every frame was packed with hidden jokes, deep-cut references, and tiny details that had people watching, pausing, and rewatching just to catch them all. Fans weren’t just consuming the content—they were interacting with it, sharing their favorite moments, and driving the conversation themselves.
This video proves that engagement isn’t just about numbers—it’s about creating something that sticks. It raises the bar for how sports teams (and brands in general) can think outside the box, lean into nostalgia, and make content that feels more like an experience than just another post.
Objective
In the NFL, we constantly compare ourselves to our other 31 competitors - on the field and online, we want to be the best. The Chargers set the standard for Schedule Release content, consistently raising the bar with viral, culture-shaping videos. After revolutionizing the space with back-to-back Anime Schedule Releases, we knew expectations were higher than ever for 2024.
After dozens of brainstorming sessions, The Sims entered the chat. We trusted our gut on this team favorite and tapped into our childhood – recreating the quirks, humor, and nostalgia of the iconic game in a way only the Chargers could. Every detail was carefully crafted from custom items to deep-cut NFL references—designed to reward repeat viewings and fuel social conversation.
The result? A video that once again took over the internet, proving that when it comes to Schedule Release, the Chargers aren’t just playing the game—we’re redefining it.
Strategy & Execution
From the start, authenticity was key. We didn’t just want to reference The Sims—we wanted to bring the NFL to life within the game. That meant diving deep into the game’s mechanics, visual style, and signature humor. Our strategy revolved around three core elements:
* **Detailed World-Building** – Every scene was designed in great detail from every room decoration, background character, and outfit accessories to ensure it felt like a true Sims experience. We downloaded over 4,400 mods, created more than 500 custom items, and built over 35 custom lots in The Sims 2.
* **Easter Egg Overload** – Chargers fans have come to expect layers of hidden jabs, NFL references, and inside jokes. We delivered, packing every frame with details meant to inspire the hunt for every hidden clue and reference.
* **Cultural Relevance & Virality** – By tapping into a beloved gaming franchise, we created a crossover moment that extended beyond sports, drawing in gamers, pop culture enthusiasts, and of course, the devoted Sims community.
Organizations
- Los Angeles Chargers
Credits
Jason Lavine
Senior Vice President, Brand Creative & Content
Los Angeles Chargers
Megan Julian
Senior Vice President, Brand Creative & Content
Los Angeles Chargers
Tyler Pino
Senior Director, Production
Los Angeles Chargers
David Bretto
Director, Creative Video
Los Angeles Chargers
Allie Raymond
Director, Organic Social Media
Los Angeles Chargers
Brian Raab
Lead Editor, Features & Branded Content
Los Angeles Chargers
Lorren Walker
Programming Manager, Organic Social Media
Los Angeles Chargers
Benjamin Chairnoff
Producer & Editor, Features & Branded Content
Los Angeles Chargers
Luke Kohli
Producer & Editor, Creative Video
Los Angeles Chargers
Jaemin Cho
Senior Vertical Video Coordinator, Organic Social Media
Los Angeles Chargers
Hannah Johnson
Coordinator, Organic Social Media
Los Angeles Chargers
Bailey Pelletier
Associate Editor, Creative Video
Los Angeles Chargers
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.
