These retired NFL safeties spent their whole career protecting their end zone, but in retirement, they’re finally ready for someone else to do the protecting.

ADT asked us to help consumers understand that all those silly DIY home protection methods they’ve been using — like keys under mats and beware of dog signs — aren’t safe at all. Troy Polamalu, Brian Dawkins, and Kam Chancellor helped us build an integrated social and digital campaign that shows what’s really safe: protecting your home with ADT.

Role - Creative Director 

Production - Breakfast Worldwide

Additional football-themed “safe-ish” content ran across ADT’s owned and paid channels throughout the 2025 NFL season.

We partnered with a skit-comedy influencers to show that taking a “safe-ish” approach to home security can earn you a flag on the play.