TRON ARES TAKES THE NFL

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To launch the long-awaited third installment of Disney’s cult-favorite franchise, we set out to do more than promote a film, we engineered a cultural collision.
Disney’s mandate was bold: put the “GRID” in gridiron. Our solution was a full-scale takeover of the Eagles–Cowboys Kickoff Game, transforming one of the NFL’s most iconic rivalries into a living extension of the TRON universe.
We brought together Philadelphia Eagles superstar Saquon Barkley and global mega-creator MrBeast, merging football’s real-world intensity with TRON’s neon-charged futurism. Across a trilogy of custom spots: pre-game, in-game, and post-game, Philadelphia and Lincoln Financial Field became a digital battleground, pulsing with electric light and cinematic spectacle.
The creative embedded TRON’s aesthetic into the DNA of Sunday Night Football. Light cycle cut through the stadium. The field transformed into a digital grid. The rivalry felt amplified, futuristic, and mythic. Simultaneously, the campaign teased the NFL’s first-ever Saturday night game in São Paulo, extending the narrative beyond one game into a global sports moment.
The result blurred the boundaries between sports and cinema. Football fans didn’t feel interrupted, they felt transported. With 9 million organic views and 3.5 million impressions, the campaign sparked conversation far beyond the stadium, placing TRON at the center of NFL culture and redefining what an IP integration can achieve inside live sports.