To champion Amex’s Shop Small initiative, we turned Kayo’s "dead air" into "live action."

We engineered a first of its kind adaptive media format that triggered the moment play stopped. 
By integrating real commentary teams into live sideline crosses to small businesses, we blurred the line between the game and the brand. Giving small business more than a commercial break but, a real-time extension of the broadcast that turned a regulatory hurdle into a high-value, shoppable commerce engine.