Over multiple NFL seasons, Mr. Smith has partnered with Labatt USA to bring its sponsorship of the Buffalo Bills to life in a way that feels less like marketing and more like entertainment. Working with a rotating roster of standout players—including Dawson Knox, Dion Dawkins, Tre’Davious White, Spencer Brown, and Greg Rousseau—we’ve created a campaign that leans into personality over promotion, showcasing these athletes in unexpected, humanizing, and often hilarious ways.

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From spoofed press conferences and mock infomercials to tailgate antics, chicken wing challenges, caddying stints, and Q&A sessions with unexpected twists, the content blurs the line between brand and entertainment. By removing the helmet and letting players be themselves, we created highly engaging moments that connected deeply with Labatt’s core audience and reinforced the bond between the brand and Bills fandom.

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Each campaign season is built for impact and efficiency, often capturing a full slate of content in a single shoot day and rolling it out in phases throughout the NFL season. This approach not only keeps the content feeling fresh and relevant—it also maximizes production value and delivers strong ROI for the brand.

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This multi-year partnership has helped position Labatt Blue and Blue Light as more than just game day beers—they’ve become part of the fan experience. By tapping into the personalities behind the players, we’ve crafted a campaign that’s fun, memorable, and deeply aligned with the culture of Buffalo.

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