This 30 second spot was to be played on jumbotron screens during NFL games, to announce the partnership between the Molson Coors and the Buffalo Bills.

The creative and narrative are taken from a game day traditions and chants which “true billievers” follow and sing. A mixture of 3D Cell shading and 2D layering was used to achieve a bespoke hand crafted look which was still true to the Buffalo Bills branding.