Bijan Robinson: Art of the Juke

ABOUT THIS ENTRY

The Art of the Juke is a multi-platform storytelling project that takes the ankle-breaking moves of Atlanta Falcons star running back Bijan Robinson and showcases how unique and incredible his abilities are through the science of his movement and the film review that reveals how elite his decision-making is on the field. The story was told through a feature article, several social media clips (including the viral "roof cam" shots that Bijan himself made iconic), and last but not least a long-form video feature where Bijan talks about the beginning of his career as an athlete and how everyday he leans into sharpening his elusive ability.  

How does this represent "Excellence in Engagement"?

The video and written feature are best-in-class storytelling and highlight Bijan’s unique abilities in a way that is authentic to Bijan and the Atlanta Falcons. With such high interest from fans and media in Bijan’s story, we leveraged a fully integrated promotional plan across media, email, SMS, app, web, social and more. Supporting creative helped drive interest in the main content while sustaining energy across social platforms.  

The resulting content is something that fans can revisit for years to come, reminding them of the special talent of both Bijan Robinson and the Atlanta Falcons integrated marketing team who brought this story to life. 

Objective

Bijan Robinson is an incredibly special player, both on and off the field. In storytelling around the unique ability of one of our star players, we hoped to: 

-Create multiple, evergreen content pieces for Falcons digital platforms 

-Produce quality long-form video content to build our audience on YouTube 

-Meet our fans’ demand for more Bijan Robinson content 

-Highlight Bijan Robinson in off-the-field settings to show he’s more than just a professional athlete 

-Showcase just HOW talented Bijan Robinson is from the perspective of experts on the sport and the numbers that showcase the technical feat of his athleticism 

-Continue to create recognition for the unique "roof cam" angle that the Atlanta Falcons and Bijan Robinson popularized around the league starting in 2023

Strategy & Execution

Interviews for this feature began early in the 2025 offseason to provide ample time to fully tell Bijan's story. From family members and friends, youth coaches and college mentors, teammates and competitors around the league - we wanted to showcase Bijan's talent from all facets. 

Bijan Robinson led the NFL with over 2000 scrimmage yards during the 2025 season. Capitalizing on his skillset through a visual medium is where this project shines. By sitting down with Bijan Robinson himself, running backs coach Michael Pitre, and Assistant Director of Strength and Conditioning Erik Jernstrom, we had several experts able to speak to Bijan's talent as a running back. 

Featured content included a long-form story on AtlantaFalcons.com and a long-form video. We leveraged key moments from the video for social content, including highlight clips, quote graphics and more.  

The feature article and video were posted on October 16, 2025, just a few days after Bijan was named NFC Offseason Player of the Week for an impressive primetime performance in Week 6. The content was promoted across all Falcons platforms including email, SMS, social, app and web.  

Organizations

• Atlanta Falcons

Links

•   Website

Featured

• Bijan Robinson

Credits

Jenny Ross
Sr. Manager, Video Production
Atlanta Falcons

Tori McElhaney
Senior Reporter
Atlanta Falcons

Austin Hittel
Senior Director, Video & Broadcast Production
Atlanta Falcons

Samuel Larsen
Studio Production Manager
Atlanta Falcons

Mark Whittingham
Senior Producer
Atlanta Falcons

Sawyer Benge
Studio Producer
Atlanta Falcons

Jared Call
Studio Producer
Atlanta Falcons

Taylor Vismor
Digital Video Producer
Atlanta Falcons

Matt Haley
Director, Football Communications
Atlanta Falcons

Will McFadden
Senior Reporter
Atlanta Falcons

Larry Luk
Vice President, Creative
AMBSE

Jackson Sipes
Creative Design Manager
Atlanta Falcons

Jack Ozmer
Senior Graphic Designer
Atlanta Falcons

Josh Kluchka
Creative Operations Manager
AMBSE

Abbie Jackson
Graphic Designer
AMBSE

Laramie Diestlekamp
Graphic Designer
AMBSE

Grace Eberhard
Graphic Designer
AMBSE

Brandon Magnus
Director, Photography and Digital Asset Management
AMBSE

Jay Bendlin
Team Photographer
Atlanta Falcons

Taylor McLaughlin
Team Photographer
Atlanta Falcons

Emily Hendrix
Digital Asset Manager
Atlanta Falcons

Ryan Delgado
Director, Digital Platforms
Atlanta Falcons

Jackie Kinney
Senior Social Media Manager
Atlanta Falcons

Elisia Landis
Senior Manager, Digital Content
Atlanta Falcons

Roshni Hariharan
Digital Products and Platforms Manager
AMBSE

Zeldrick Martin
Sr. Manager, Performance Marketing
Atlanta Falcons