20th Century Studios and ESPN Unite for Nostalgic Cinematic Homage

20th Century Studios’ 'Predator: Badlands' presented a once-in-a-lifetime creative opportunity to pay homage to ESPN’s legendary 'This Is SportsCenter' campaign while introducing a contemporary cinematic twist. Produced by Stept Studios for ESPN CreativeWorks and directed by Varsity, the spot revives one of the franchise’s most memorable moments—Jay Harris’ elevator encounter—by pairing him with a surprise guest from Predator: Badlands, inside ESPN’s offices.

The result unites two iconic worlds, 'This Is SportsCenter' and 20th Century Studios, in a way that has never been done before.

For directors Varsity, who grew up idolising the 'This Is SportsCenter' series, the project was both a creative milestone and a personal full-circle moment. "'This Is SportsCenter’ is the holy grail of comedic advertising,” said Varsity, the directing duo represented by Stept Studios. “Getting the chance to do an homage to the GOAT was both a dream come true and a masterclass in subtlety, timing, and landing the perfect punchline.”

“The ad preserves the understated humour and realism that made ‘This Is SportsCenter’ an advertising institution,” noted Dana Washington, director, integrated marketing and synergy for Disney Studios. “This time, as host Jay Harris steps into the elevator, it’s not the New Jersey Devil from the original 2008 ad waiting inside, but the Predator.” The scene delivers a fresh, cinematic wink to the classic campaign while maintaining its trademark deadpan tone.

The film also marks the third collaboration between The Walt Disney Studios and Stept with Varsity since 2024, following Pixar’s 'Inside Out 2' and Marvel’s 'Thunderbolts,' both recently recognised with Clio Award nominations and shortlists. “The beauty in this concept was preserving the iconic campaigns’ wit and humour so every audience leaned in—whether it’s someone who recognises the ode to the original or the next generation of sports fans experiencing this suspiciously menacing elevator for the first time,” said Brooke Strozdas, associate creative director, ESPN CreativeWorks.