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Sleep with John Legend

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One photo. Zero chill.

Before the Super Bowl, everyone wanted to know what Tom Brady would do next. So he posted a cryptic tunnel photo. No explanation. The internet filled in the blanks.

Headspace Sleep with John Legend campaign
Tom Brady’s cryptic post and TMZ coverage
Reactions to Tom Brady’s announcement
Post-game coverage of the Hulu reveal

The Super Bowl Spot

The Impact

All work

Hulu

Tom Brady’s Announcement

The idea

Hulu Sellouts +
Tom Brady retirement speculation +
one cryptic post =
A Super Bowl stunt that got all of America talking.

The Case Study