You don’t need luck. You just need Watson.

Lucky bobbleheads. Trusty (crusty) socks. Go-to team names. Fantasy Football fans sure have some weird superstitions. But with IBM Watson in the ESPN Fantasy app, they can get the help they need all season long—without depending on those not-so-lucky charms. With the help of legendary NFL wide receiver Larry Fitzgerald, my partner Andy Green and I developed and shot the concept, scripts, and digital extensions for this campaign that stretched across TV, social media, and radio. Final deliverables included a set of three main :30s and :15s TVCs, short social videos starring Larry “retiring” real fan superstitions, and special digital experiences that made “formerly lucky” superstitions the stars of the show. All made while working from home in our pajamas.