NFL São Paulo game
2025
On September 5, 2025, YouTube streamed its first-ever live NFL game globally from São Paulo, Brazil — marking a historic shift in how live sports could exist on one of the world's most popular and influential platforms.
Partnering with the incredibly talented and collaborative creative studio Two Fresh, I oversaw the development and creative direction of YouTube’s inaugural NFL broadcast graphics package, ensuring the experience expanded YouTube’s visual language into live sports while maintaining alignment with the master brand system.
Designed not only for the moment but for longevity, the system established a flexible visual foundation intended to scale across future live game broadcasts.
My role
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Creatively directed agency design development for YouTube’s first NFL broadcast package
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Oversaw creation of full live graphics ecosystem including logo animations, the scorebug system, commercial transitions, lower thirds and broadcast information graphics
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Guided visual alignment between sports broadcast conventions and YouTube brand standards
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Supported integrated out-of-home and digital campaign driving audiences to the livestream
Results
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Supported YouTube’s first-ever live NFL broadcast, reaching 19.7M global viewers, rivaling major linear broadcasts
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Achieved record concurrent livestream viewership in YouTube history
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Broadcast viewed across 230+ countries and territories
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Expanded NFL reach through free global streaming access
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Established YouTube’s entry into large-scale live sports broadcasting
