Y’all vs Us – Head to Head
A grassroots docu-series that turned high school football into appointment TV

In 2009, our client Cellular South (now C Spire), a Mississippi-based wireless provider, faced a major challenge: how to stand out against deep-pocketed national competitors like AT&T and Verizon. The solution? Lean into local passion, and do it with cinematic flair.

We built a campaign around Mississippi’s five fiercest high school football rivalries, anchoring our efforts in the cultural heartbeat of the state. For one marquee matchup, West Jones vs. Wayne County, we went even bigger.

We created “Y’all vs Us: Head to Head,” a 12-episode documentary series that aired weekly throughout the season. Shot with the storytelling depth of Friday Night Lights, the series went beyond the gridiron, capturing life in rural Mississippi through the lens of teenage athletes, coaches, and communities. Broadcast-quality game coverage brought NFL-level production to Friday night football: 10-camera setups, military flyovers, parachute landings, and fireworks displays.

When the season ended, Fox Sports acquired the full series, airing it nationally three more times in 2010 to an audience of over 85 million households.

What started as a regional campaign became a nationally televised cultural portrait, and a definitive proof point that local content can drive national impact when it’s told with craft, care, and ambition..