As the union that represents professional football players in the NFL, the NFL Players Associations (NFLPA) is uniquely dedicated to the success and well-being of all players, both on and off the field.

But when the average on-field career lasts less than 3.5 years, you have to inspire players to think bigger — to take advantage of the things the game has to offer, but also see the opportunities available beyond the stadium.

We worked with the NFLPA to develop a creative strategy called "Get Open". Get Open was a metaphor for getting ahead as a player, getting out in front of the rest of your career, and ultimately getting what you want as a professional athlete, and beyond.