Who's in My Belly?


Building off of the success of last season’s partnership, Cheez-It and ESPN CreativeWorks teamed up to bring fans Who’s in My Belly?, a college football and Cheez-It-centric band consisting of Jason Fitz (previously a member of the chart-topping country music group The Band Perry, a Grammy-nominated artist and acclaimed multi-instrument musician and Julliard alum) and Mike Golic Jr. (one of our premiere digital college football talents). CreativeWorks collaborated with Golic Jr. and Fitz to create original music videos and album artwork. The music videos serve as ad pre-roll ahead of the Rankings Reaction Digital Live show they host which airs across ESPN digital and social channels. We will also see Who’s in My Belly? integrated in content time of the show. As Golic Jr. and Fitz provide analysis of the weekly release of the CFP Rankings they’ll do so in an environment featuring branded décor inspired by the campaign. The studio will also be stocked with their favorite Cheez-It products for snacking throughout. All show graphics were developed by ESPN CreativeWorks including feature animations for their weekly Cheez-It Crunch Time segments which run in Rankings Reaction and weekly in college football games, creating a full 360 program across all of ESPN’s platforms.


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Credits

  • VP ESPN CreativeWorks and MSI: Carrie Brzezinski-Hsu

  • VP Production: Anthony Nelson

  • Senior Creative Director: Jay Marrotte

  • Associate Creative Director: Genta Nakahara

  • Senior Writer: Justin Swiderski

  • Associate Producer II: Michael Prado

  • Social Media Branded Content Specialist: Nicole Gartner

  • Senior Director Digital & Social Video­: Mike Foss

  • Dir Digital Video/Social Content: Matt Ufford

  • Director of Brand Connect: Joe Knaus

  • Production Company: Greenpoint Pictures


next project: The NBA Finals presented by YouTube TV