Carrie Underwood strides through the streets of New York City, Atlanta, Denver and Pittsburgh, performing the Sunday Night Football theme song “Oh, Sunday Night,” and rallying players, sportscasters and fans for the kickoff show to the 2017-2018 season.

As the crowd continues to build, the players join Underwood on stage to amp up the energy, with fans cheering for the show at an outdoor stage. The spot premiered prior to the season opener between the Dallas Cowboys and the New York Giants on September 10. It features top NFL players such as Antonio Brown, Derek Carr, Khalil Mack, Dont’a Hightower, Julio Jones, Travis Kelce, Von Miller, Patrick Peterson, Jason Pierre Paul and Dak Prescott and NBC Sports’ Cris Collinsworth, Al Michaels and Michele Tafoya.

Content creation studio Bodega, the company’s in-house editorial partner, Northern Lights, and NBC Sports teamed up for the sixth straight year to create the all-new opening for the big night. The process was led by NBC Sports VP Creative Director/Director Tripp Dixon, Bodega Executive Creative Director Haley Geffen, and Northern Lights editor Alan Chimenti.

The open was shot outside for the first time, filmed on Universal Studios’ backlot in Hollywood. The creative team used the New York Street set, and transformed the urban landscape into the other additional cities through distinct characteristics and landmarks added in post-production by Method Studios LA.

Casting extras from local fan clubs also contributed to the enthusiasm of the spot.

“The real fans brought an unmistakable energy to the set, which was felt by the entire crew and all of the players,” Bodega’s Geffen said in a statement. “It also gave Carrie an opportunity to do what she does best, which is to bring everyone together.”


Client: NBC Sports

NBC Sports

Executive Producer: Fred Gaudelli

SVP Creative: Mark Levy

VP Creative Director/Director: Tripp Dixon

Senior Associate Director: Charlie Vanacore

Senior Director On Air Graphics: Wade Echer


Executive Creative Director: Haley Geffen

Executive Producers: Kristopher Walter, Mark Littman, David Gioiella

Line Producer: Russell Katzman

Director of Photography: Chuck Ozeas

Production Designer: Evan Rohde

Lighting Designer: Benoit Richard

Northern Lights

Editor: Alan Chimenti

Executive Producer: Robin Hall

Producer: Terry-Anne Alexander

Assistant Editor: Jessy Abid

Crash Color:

Lead Colorist: Brian Carlucci

Method VFX

Executive Producer: Stephanie Gilgar

Senior Producer: Pip Malone

VFX Supervisor: Vernon Wilbert

Coordinator: Justin Monnier

CG Supervisor: Nate Shaw

Flame Lead: Toma Bowen

Senior Designer: Norris Houk


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