The campaign will hit US televisions and digital platforms in time for the new NFL season, making this year's opening bigger and better than ever.

Joint has built on their existing creative platform, first introduced to the AWS Sports partnerships in 2022, which showcases the different ways AWS revolutionises the sport with transformative technology including machine learning, AI and data analytics.

The partnership goes beyond stats and deep dives into game changing elements from player health and safety to building the perfect schedule from a quadrillion possibilities.

To bring this to life, the agency and client collaborated with Supercontinental, Rascal, Final Cut, Wave Studios, Nick Rapaccioli Music and Major Tom.