Schedule Release: The Ravens Schedule is Mysterious and Important

ABOUT THIS ENTRY

Schedule release has become a tentpole event on the NFL calendar, so for 2025, we at the Baltimore Ravens centered our entire campaign around the most-watched Apple TV+ show of all-time, Severance. The campaign resulted in a high-impact, unique activation garnering millions of views and generating conversation amongst industry leaders both inside and outside the sports space.

How does this represent "Excellence in Engagement"?

How each NFL team reveals their schedule has become a huge production. Teams go all out to create amazing and unique videos...some call it the Super Bowl for production teams. These videos accumulate millions and millions of views across all social media platforms. 

Our fully-immersive campaign proved fans enjoy when our team goes the extra mile to create highly-detailed and thought-out experiences. 

Objective

For the 2025 schedule release campaign, we wanted to tap into the cultural relevance of Apple TV+’s most-watched show of all time, Severance, and create something that resonated not only with Ravens fans, but also NFL fans. And due to the popularity of Severance, we hoped to reach an even larger, entertainment audience. We chose to partner with the Apple TV team to secure IP rights for the content and coordinate with them at launch to achieve maximum media impact. Internally, we wanted as many players and recognizable faces as possible to be part of the video. We received excellent buy-in from players, coaching and personnel, and front office members, and we included many of the organization’s key figures in our release video. Once the video concept was storyboarded, it was all hands on deck to make sure everything we created for the 2025 schedule release campaign had a Severance theme. This included our social posts, graphics, full website and app redesigns and email looks, among others.

Strategy & Execution

With the increasing popularity of the NFL's Schedule Release in mind, we crafted a campaign that reached fans of both the Ravens, the NFL and Severance. By recreating the scenes from the show frame-for-frame with faces fans knew well, we were able to create a fun, timely and relevant campaign for our schedule announcement. For the first time ever, we brought the campaign outside of the video itself with fully immersive experiences across our website, app, email & social platforms. We wanted each asset to look like it was pulled straight from the screen, complete with experiences on O&O built to look like the computers from the show and graphics heavily inspired by the show's promotion. Given that schedule release tends to be relevant for a very short period of time, we wanted to use every avenue possible to be sure that fans saw our video and upcoming schedule.

Organizations

• Baltimore Ravens Media

• Apple TV+
• SeatGeek
• Fifth Season

Featured

• Featured Players

  • WR Tylan Wallace
  • OLB Kyle Van Noy
  • C Tyler Linderbaum
  • P Jordan Stout
  • TE Charlie Kolar
  • OLB Tavius Robinson
  • ILB Trenton Simpson
  • S Malaki Starks
  • S Ar'Darius Washington
  • S Kyle Hamilton
  • RB Keaton Mitchell
  • WR Zay Flowers
  • ILB Roquan Smith
  • T Roger Rosengarten
  • LS Nick Moore

  Featured Coaches/Staff

  • General Manager Eric DeCosta
  • Head Coach John Harbaugh
  • Defensive Coordinator Zach Orr
  • Chief of Staff to the General Manager Jenn Hoffman
  • Team Clinician Dr. Tricia Bent-Goodley
  • Sr. Director of Fan Development & Activation Kim Ferguson

Credits

Shelby Lasso
Producer/Editor
Baltimore Ravens

Eddie Coughlan
Sr. Director of Production & Documentary
Baltimore Ravens

Matt Brevet
Director of Production
Baltimore Ravens

Brent Airey
Sr. Animator
Baltimore Ravens

Michelle Andres
Sr. Vice President of Ravens Media
Baltimore Ravens

Cassie Cherigo
Social Media Manager
Baltimore Ravens

Phil Cunningham
Sr. Director of Video Content & Post Production
Baltimore Ravens

Jack Dana
Sr. Manager, Production & Media Assets
Baltimore Ravens

Connor Devine
Digital Media Assistant
Baltimore Ravens

Garrett Downing
Sr. Director of Social Media
Baltimore Ravens

Josie Hanak
Productions Assistant
Baltimore Ravens

Dave Heringer
Sr. Social Media Designer
Baltimore Ravens

Keith Jackson
Motion Designer
Baltimore Ravens

Dave Lang
Sr. Director, Digital Strategy & Innovation
Baltimore Ravens

Ryan Mink
Editorial Director
Baltimore Ravens

Nick Modisett
Sr. Manager of Production & Documentary
Baltimore Ravens

Annie Morraye
Digital User Experience Coordinator
Baltimore Ravens

Nahom Nega
Producer/Editor
Baltimore Ravens

Jay O'Brien
Vice President of Broadcasting & Gameday Productions
Baltimore Ravens

Ashley Oliver
Social Media Coordinator
Baltimore Ravens

Kristie Osborne
Media Asset Manager
Baltimore Ravens

Lauren Purdy
Sr. Coordinator, Digital Strategy
Baltimore Ravens

Matt Ryan
Editorial Assistant
Baltimore Ravens

JT Santos
Cinematographer
Baltimore Ravens

Jakira Bomster-Jabs
Media Sponsorship Manager
Baltimore Ravens