Visa × Bread Financial "NFL Extra Points"
Seed partnered with Publicis Groupe, Bread Financial, Visa, and the NFL to launch NFL Extra Points—work built to turn super fans into cardholders with broadcast, OOH, and social that feel like game day.
Clients
Visa, Bread Financial
Agency
Publicis Groupe
Partners
Seed, NFL
Deliverables
12 broadcast spots, OOH print, social videos
Intro
Seed is a Brooklyn based commercial production company. We partnered with Publicis Groupe, Bread Financial, Visa and the NFL to launch NFL Extra Points. Our job was simple: turn super fans into cardholders with broadcast, OOH and social that feel like game day.
Objective
Make the NFL Extra Points Visa feel like a ticket, not a card. Drive signups for team-branded credit cards.
What We Made
Twelve broadcast spots, an out-of-home print campaign, and social videos featuring Travis Kelce. Director: Greg Popp. Post: The Colonie.
Behind the Scenes
Challenge
League approvals with no shortcuts. Big stadium energy on a dark day. Celebrity timing right after the whistle.
How We Solved It
We locked Arrowhead Stadium for two shoot days and ran a 125-person union crew. No fake crowds. We negotiated escorted game-day access with three NFL teams and captured real stadium plates. For Kelce we ran two units in parallel: one on standby for arrival, one pre-rigged in the NFL Shop—no missed moments.
Creative
Two hooks move fans to act: the card itself and the perks/prizes. Creative Director Jennifer Bell takes people from everyday life straight into the game—the card is the vehicle. Director Greg Popp adds a clean, comedic twist so the message lands fast and sticks.
The Card
Visuals that make the product feel premium and immediate—subtle motion, crisp reflections, and clean type.
Why It Worked
Authentic brand placement that lets fans rep their team at checkout. Airtight execution from brief to finish. Speed with scale across cities and locations, delivered on time.
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Social & Print
Tight one-liners in print. Quick social scripts with Travis Kelce for the NFL social team. Same idea: real perks, real access.