NFL Canada · Forward Pass

Intent
Forward Pass is the NFL's annual grant across Canada, three $25,000 awards from over 500 submissions. Châteauguay ran first of the three and set the benchmark for the rest.
Forward Pass is the NFL's annual program in Canada, built to make football more accessible across the country. Three programs win a $25,000 grant each year, chosen from over 500 submissions, one from each region. Châteauguay was the Quebec and Atlantic winner. Howard Billings High School lost its football team in 1975 and brought it back nearly fifty years later. The brief was documentation of the cheque presentation. Then it rained hard, and I kept shooting, because a community that turns out anyway is the whole point of the grant. I directed an on-camera interview with the mother who put the school forward and cut the day as a film. It ran first of the three, so it set the benchmark for the other two.
2025










Related reading
The thinking behind the work.
No. 05 · May 2026
What Does a Brand Video Cost? A Creative Director's Answer
What a brand video costs ranges from a few thousand to six figures, and the number alone tells you nothing. A creative director on what sets the price: the four kinds of brand video, what moves the cost, and why the cheap quote is the expensive one.
ReadNo. 07 · July 2026
Employer Brand Video Is Directed, Not Filmed
I have directed employer brand video for Sephora Canada, HR Path, NFL Canada, and alongside Google. Employer brand video production gets briefed as a camera problem. It is a directing problem, and most of what decides the outcome happens before anyone sits down under lights.
Read
