Amon-Ra St. Brown Undercover Video Series

How do you integrate an All-Pro wide receiver with a world-class health system, highlight various team members and departments all while creating viral social content? You send him undercover.

In 2023, after our client initiated a sponsorship with Detroit Lion Amon-Ra St. Brown, VC2 developed a unique social video series where the wide receiver posed as a trainee in different departments. This approach worked to engage employees throughout the health system, highlighting many departments that are rarely featured in social media (including food services, environmental services and pharmacy) and created exceptional social buzz throughout the football season.

In year two of the partnership, fresh off an All-Pro season and a Netflix series, Amon-Ra was featured less undercover and more as a welcome visitor to other parts of the health system, culminating in the NICU. Here, he read football guides to newborns and raced nurses diapering footballs. The results? Between Facebook, Instagram and TikTok, Amon-Ra visits the NICU had over a million views, garnered local news coverage and further extended the Henry Ford Health brand.