--- title: "Schedule Release: The Ravens Schedule is Mysterious and Important | 8th Hashtag Sports Awards" description: Global awards recognizing excellence in fan engagement and celebrating creativity across sports marketing, media & entertainment image: https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/jzrPBAvr-V2QukIaese-file.png --- Schedule Release: The Ravens Schedule is Mysterious and Important | 8th Hashtag Sports Awards [The 8th Annual Awards](https://www.hashtagsports.com/awards/shortlist-2026?hsLang=en) # Schedule Release: The Ravens Schedule is Mysterious and Important [Baltimore Ravens](https://www.baltimoreravens.com) ![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/jzrPBAvr-V2QukIaese-file.png?width=1920&height=1080&name=jzrPBAvr-V2QukIaese-file.png) Share [** ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2026%2Fschedule-release-the-ravens-schedule-is-mysterious-and-important) [** ](https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2026%2Fschedule-release-the-ravens-schedule-is-mysterious-and-important&text=Schedule+Release%3A+The+Ravens+Schedule+is+Mysterious+and+Important+%7C+8th+Hashtag+Sports+Awards) [** ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2026%2Fschedule-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.   ![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/jzrPBAvr-V2QukIaese-file.png?width=1920&height=1080&name=jzrPBAvr-V2QukIaese-file.png) 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. ** Nominations ** - Best Integrated Campaign **Organizations** - Baltimore Ravens Media - Apple TV+ - SeatGeek - Fifth Season **Featured** - 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 - 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](https://www.linkedin.com/in/shelby-lasso-52198262/) ** Producer/Editor Baltimore Ravens **[ Eddie Coughlan](https://www.linkedin.com/in/eddiecoughlan/) ** Sr. Director of Production & Documentary Baltimore Ravens **[ Matt Brevet](https://www.linkedin.com/in/matt-brevet-73349037/) ** Director of Production Baltimore Ravens **[ Brent Airey](https://www.linkedin.com/in/brent-airey-7a503227/) ** Sr. Animator Baltimore Ravens **[ Michelle Andres](https://www.linkedin.com/in/andresmichelle/) ** Sr. Vice President of Ravens Media Baltimore Ravens **[ Cassie Cherigo](https://www.linkedin.com/in/cassie-calvert-social/) ** Social Media Manager Baltimore Ravens **[ Phil Cunningham](https://www.linkedin.com/in/philip-cunningham-b5821252/) ** Sr. Director of Video Content & Post Production Baltimore Ravens **[ Jack Dana](https://www.linkedin.com/in/jack-dana-092445a4/) ** Sr. Manager, Production & Media Assets Baltimore Ravens **[ Connor Devine](https://www.linkedin.com/in/c-devine/) ** Digital Media Assistant Baltimore Ravens **[ Garrett Downing](https://www.linkedin.com/in/garrett-downing-675b0319/) ** Sr. Director of Social Media Baltimore Ravens **[ Josie Hanak](https://www.linkedin.com/in/josie-hanak-a9a33b229/) ** Productions Assistant Baltimore Ravens **[ Dave Heringer](https://www.linkedin.com/in/daveheringer/) ** Sr. Social Media Designer Baltimore Ravens **[ Keith Jackson](https://www.linkedin.com/in/keith-jackson-664626b2/) ** Motion Designer Baltimore Ravens **[ Dave Lang](https://www.linkedin.com/in/davelang/) ** Sr. Director, Digital Strategy & Innovation Baltimore Ravens **[ Ryan Mink](https://www.linkedin.com/in/ryan-mink-a54aa667/) ** Editorial Director Baltimore Ravens **[ Nick Modisett](https://www.linkedin.com/in/nick-modisett-0711b015a/) ** Sr. Manager of Production & Documentary Baltimore Ravens **[ Annie Morraye](https://www.linkedin.com/in/julianna-morraye-07284416a/) ** Digital User Experience Coordinator Baltimore Ravens **[ Nahom Nega](https://www.linkedin.com/in/nahom-nega/) ** Producer/Editor Baltimore Ravens **[ Jay O'Brien](https://www.linkedin.com/in/jayobrien83/) ** Vice President of Broadcasting & Gameday Productions Baltimore Ravens **[ Ashley Oliver](https://www.linkedin.com/in/ashley-nicole-oliver/) ** Social Media Coordinator Baltimore Ravens **[ Kristie Osborne](https://www.linkedin.com/in/kristieosborne/) ** Media Asset Manager Baltimore Ravens **[ Lauren Purdy](https://www.linkedin.com/in/laurenpurdy/) ** Sr. Coordinator, Digital Strategy Baltimore Ravens **[ Matt Ryan](https://www.linkedin.com/in/matt-ryan-1a08601ab/) ** Editorial Assistant Baltimore Ravens **[ JT Santos](https://www.linkedin.com/in/jonathan-santos-861256156/) ** Cinematographer Baltimore Ravens **[ Jakira Bomster-Jabs](http://linkedin.com/in/jakirabomsterjabs) ** Media Sponsorship Manager Baltimore Ravens #### INSPIRED TO ENTER WORK? 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