The "Surprise Yourself" campaign was NFL Youth's first true campaign to encourage kids to join the field. In a time when fewer and fewer teens are engaging with the sport, our directive was to inspire the youth to challenge themselves with the lessons they can learn and the unexpected bonds they can make while playing the game. The campaign kicked off in this fast, rapid-fire short film that gives viewers a first-person look at a day in the life of a star high school football player: from the wake-up call to those laser-focused moments on the field. The campaign debuted during the Nickelodeon Kids’ Choice Awards as our first broadcast offering for the NFL.