How Terri & Sandy Are Turning Super Bowl Weekend Into Social Gold
Not every agency has skin in the Big Game. This year, Terri & Sandy has proven that you don’t need to make a commercial that costs more than a starter home to be in on the action. Instead, the independent creative agency is putting its most junior creative team on the ground with a mandate to respond to culture in real time. Sam Baylow, junior copywriter and avid Patriots fan, and Timmy Chae, junior art director and diehard Seahawks supporter—are headed to the tailgate festivities in Santa Clara for the weekend of the Big Game. Both are former Terri & Sandy interns, now trusted with the rare opportunity to make high-profile, high stakes work on the spot, even as one inevitably sees his championship fantasies collapse.
The idea originated with Sam and Timmy themselves, who approached CCO Amy Ferguson with a simple pitch: put us on the ground during the weekend, throw away the playbook, and let us respond to culture as it happens.
The reward for their chutzpah? A plane ticket, a mandate, and the green light to create real, on-the-ground content for Terri & Sandy’s clients. No brief, no media buy, no guarantee it will ever even see the light of day. Just an experiment in trust, speed, and social first thinking and the chance to prove that good ideas don’t need seven figures to matter.
Throughout the weekend, the team will produce scrappy, smart social work—gifted to clients in real time, with no obligation attached. Clients can choose whether to run the play.
“Every team and every agency wants to be at the Big Game,” said Amy Ferguson, CCO and partner at Terri & Sandy. “What I admired about this was the ingenuity and the audacity to present it as a solution, not a perk. That kind of fearlessness is something I want to reward. And if it was just to go to the Big Game? I’m okay with that.”
The work will roll out throughout the weekend across participating clients’ social channels, alongside behind-the-scenes documentation capturing the pressure, pace, and chaos of making content in real time.
