To promote the NFL retail shop on NFL.com, Spontaneous Combustion, a digital production studio, designed and composited a campaign for NFL Properties. The campaign consisted of five 30-second spots, eleven 15-seconds spots and four 10-second spots. The various spots highlighted the inspirations that several great NFL players have made on current merchandise. Spontaneous Combustion executive creative director/director Tony Robins collaborated with NFL Properties art director Paul Iannacchino to create the concept, which integrates archival footage with NFL shop merchandise and typography. The idea was to have a projected word, tie together the classic footage with the particular NFL products featured in each spot, capturing the humor and fun of the game.