NFL
You Better Believe It
NFL fans, rejoice: it’s a new season, and this year could be your year. The NFL kicks off the season with its new primetime kickoff spot, “You Better Believe It,” inviting all fans to join the party and believe that this year, anything is possible.
Power directing duo Tusk helms a full creative offense to this Super-Bowl-sized spot out of 72andSunny. Combining live-action, traditional VFX, CGI post-production, and AI-generated elements, Tusk puts on a massive parade with a towering float that celebrates every team and fan in the league. You’ll find yourself quickly singing along with a live-action crowd of superfans (including Normani, the Rizzler, and Druski) to a custom catchy song, throwing down some playful banter about each team’s prospects.
The project adopted a hybrid approach from the beginning: each shot is a unique combination of green screen, CG, AI, and live-action elements to achieve the scale and visual effects needed for the ultimate championship parade. For example, while initially an AI-generated concept, the float was eventually created in CG for better creative control, utilizing AI-driven skinning and compositing to ensure accurate logos and colors. Some elements, like the Lion and the Bears blimp, are AI-generated against a green screen, then composited into the final shot. Player depictions were fully CG, like the ice sculpture of Joe Burrow and the three-headed goat featuring Patrick Mahomes.
Tusk directors Olivia and Kerry collaborated closely with the brand and agency during post-production, along with post partners at Mathmatic. This layered approach expanded capabilities, but VFX artists remained central, joined by AI prompt engineers, which actually increased headcount rather than reduced it.
In an ever-changing AI landscape, this shoot shows just how far AI can expand creative capacity when used intentionally alongside real human VFX input and live-action performances. This technological cocktail brings massive scale, style, and some swagger to the spot. But the real magic is rooted in Tusk’s unique ability to develop that human spark and connection in each character - even the CG ones - that make us all want to come together, don our favorite team colors, and believe in what’s possible.
