We had 8 games and a complicated schedule to promote for Thursday Night Football on the NFL Network. So we needed an idea and a structure that would be familiar for fans and easily replicable for us...and something that would break through the clutter of typical all-highlight promos.
And we also had, like, no money.
We figured the best people to tell you about Thursday Night Football were the fans themselves. So we came up with the construct, "We'll See You Thursday Night," where real fans would invite other people watching through their television sets to watch the upcoming game with them. Then we found fans for all eight match-ups, shot them in their natural settings, held our breath when we fed them lines, and cut these as we went.