NFL Flag: Be The Story

The Challenge

Flag football is experiencing extraordinary global momentum, played by more than 20 million people across 100 countries and heading towards its Olympic debut at the LA28 Games. 

As the NFL’s international marketing partner, Dentsu Creative UK was challenged to create a global platform that could inspire a new generation of athletes to discover the sport, while helping the NFL grow the game and its community around the world. 

The Solution

Be The Story is built on a simple belief: flag football gives everyone the chance to write their own chapter. 

The campaign puts young athletes at the heart of the action, celebrating their skill, speed, creativity and fearless self-expression. It invites players everywhere to step onto the field, express who they are and become the main character in their own story. 

For parents, it also showcases a sport that offers more than competition – helping young people build confidence, character and connection through a supportive global community. 

The Work

Directed by Grammy Award-winning filmmaker Hannan Hussain, the brand film stars a new generation of flag football talent from across the world, including Ashlea Klam, Azul Trujillo, Samaya Taylor Jenkins, Ryder Noche, Liz Lomu Stewart and Arved Mohr. 

Launching first in the US ahead of the NFL Flag Championships before rolling out globally, Be The Story captures the energy, individuality and swagger of a sport on the rise – and the generation of players shaping its future.